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BMW Group has selected Dentsu to steer a fresh media strategy for BMW, MINI and BMW Motorrad, shifting into top gear across Europe from 1 January 2026 and rolling out worldwide soon after. The agency’s appointment signals Munich’s intent to unify its communications under one roof while sharpening relevance for each territory.
Central to the plan is a data-driven media hub that fuses on and offline channels into a single dashboard. Advanced AI tools will spot patterns in real time, letting the brand fine-tune spend, target prospects with pinpoint accuracy and measure return on investment down to the last click. Hybrid teams—blending on-shore, near-shore and off-shore talent—will keep the hub agile and responsive to local market conditions.
A single, multi-brand approach means BMW, MINI, and Motorrad will share insights and inventory, allowing campaigns to shift up a gear when demand spikes while maintaining each marque’s distinct voice. By pooling buying power and creative assets, the group expects leaner processes and more coherent storytelling from first glance to final handshake in the showroom.
Every element of the strategy has been engineered with sustainability in mind. Carbon-light production workflows, transparent media placements and responsible data management form part of the agency brief, mirroring the wider shift towards greener manufacturing and retail models within BMW Group.
For customers, the result should be smoother journeys: timely, relevant messages that reflect their preferences, delivered through the channels they favour most. As the launches of Neue Klasse models draw nearer, BMW’s fresh media set-up aims to ensure that innovation under the bonnet is matched by sophistication in every advert they see.
