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Dentsu has won a big pan-European media account with BMW Group. iProspect will be the main media partner for BMW Group in 23 European markets. This important appointment, which was made public at the end of July 2025, strengthens Dentsu’s long-term partnership with BMW and goes into effect on January 1, 2026. The new job includes planning and buying media for all BMW Group brands, such as BMW, MINI, and BMW Motorrad, from start to finish.
iProspect will run the account with a strong, digital-first approach that uses advanced AI, data, and technology to give customers smart and connected experiences across all channels. The agency will also help BMW Group speed up its marketing transformation and growth in the region by giving advice on data and technology. The new contract includes help with the launch of BMW’s next-generation electric vehicle platform, the Neue Klasse. This puts data-driven, AI-supported marketing at the centre of the brand’s European relaunch.
Dentsu implications for its European sleigh are based realising regionallet operations while giving local teams the flexibility and cultural understanding to run effective, market-precise campaigns. BMW Group leaders talked about how the partnership will focus on making media work more efficient, customer-focused, and environmentally friendly. They also said that they will use a “Networked Intelligence” governance model to make sure that their work has an impact across markets.
Amanda Morrissey, Global President, iProspect, said: “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.”
Karin Zimmermann, Global Executive Sponsor for BMW, EMEA Chief Business Officer & BX Practice President, dentsu, added: “This is a standout example of how our integrated model, built on radical collaboration and a future-ready mindset, delivers meaningful business outcomes for our clients. BMW Group is one of the world’s most respected and progressive brands, and we’re proud to deepen our partnership across the region, scaling innovation through our integrated approach.”
“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,” says Uwe Dreher, Vice President Marketing BMW Europe, and adds: “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.”
This job makes Dentsu and iProspect the clear leaders in the European automotive media landscape. It also helps BMW Group with strategic integration, scalable innovation, and future-ready marketing as it moves into a key phase of electric mobility and brand evolution.
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