BMW Group steers European media business into Dentsu

Dentsu has expanded its long-standing partnership with BMW Group, after securing the integrated media business for BMW, Mini, and BMW Motorrad across 23 markets in Europe.

The new contract, which is set to begin on January 1 2026, will be led by digital-first media agency iProspect, and will tap into its digital, data, GenAI, tech, and content offering.

The appointment is said to reflect BMW Group’s desire to embrace data-powered experiences through a single network that offers global consistency with local-market precision.

Dentsu has been briefed to deliver full-funnel media planning and buying across all channels, as well as data and technology consultancy across all three BMW Group brands. The engagement also includes support for the launch of Neue Klasse, BMW’s next-generation EV platform.

At the core of the delivery model is Dentsu’s European Media Hub, streamlining operations across borders with individual local teams.

BMW Europe vice president marketing, Uwe Dreher said: “I am personally very excited to have Dentsu as our new media agency partner. Together we are entering a new chapter for a communication truly focused on the European customer.

“Our goal to act in a highly data-driven and targeted multi-channel and multiple market planning approach elevated via state-of-the-art AI tools to increase efficiency and impact has been reached – the execution will accelerate marketing return on investment for our markets even further. BMW Marketing Europe is excited to be launching our Neue Klasse in this new constellation.”

iProspect global president Amanda Morrissey added: “This win reflects iProspect’s strength at the intersection of media, data, and technology. We are thrilled to partner with BMW Group in this next phase of transformation, bringing together performance, brand experience, and intelligent use of data to fuel growth across BMW, Mini, and Motorrad.”