BMW chooses has chosen iProspect, Dentsu ‘s specialist marketing and performance agency , as its European offline media planning and buying agency. The account, which covers the BMW and Mini brands , is worth $140 million in sales across Europe. iProspect thus consolidates offline media planning and buying in 24 markets, including the United Kingdom, Germany, Spain, Sweden, Poland and Italy. As a group, Dentsu previously handled nine European offline markets.
Product communication throughout Europe
With this decision, BMW concludes category email list the competition opened last May, in which iProspect, Wavemaker and a coalition led by Mediaplus Group, which included Stagwell Partners and Total Media, participated. Mediaplus currently manages its digital media account across Europe and has a long-standing relationship with the BMW brand and BMW’s performance marketing offering, The Marcom Engine. iProspect will, in fact, now work closely with The Marcom Engine as an online media agency partner.
The objective, boost the business of BMW and Mini
After learning of the victory in this AO Lists pitch, Thomas Le Thierry, General Manager of Media in the EMEA region of Dentsu International , stated: “I am proud of the long-term partnership we have maintained with the BMW Group in many European markets during the last decade and I am delighted to extend this relationship to new ones. « Passion for their brands and commitment to creating measurable business value through the media is an essential part of this task. “We are looking forward to bringing more progressive thinking.
