A new partner network made up of MediaMonks, the Serviceplan Group and Berylls Strategy Advisors will be responsible for European marketing for BMW and MINI across twenty-six nations. The unit is called The Engine.
Florian Haller, chief executive officer Serviceplan Group, commented, “Winning the BMW mandate is the beginning of a new era for the Serviceplan Group. With our strengths in the areas of experience, technology and data we feel that, together with our partners, Berylls and MediaMonks, we are well equipped to provide this very special client with international, digital and technically advanced support.”
The network was formed following a tender process launched in February and BMW’s desire to move further into being a data-driven and customer-oriented organisation.
“Our decision to select The Engine as our new agency constellation for all of Europe clearly dovetails with our claim to provide the best premium customer experience within the automotive industry,” explained Pieter Nota, member of the board of management of BMW AG, customer, brands, sales. “In the process, we are steadily expanding our expertise in the digitalisation of customer, brand and sales processes and are thus investing in the future of our commitment to providing customers with a source of joy in their lives. I would like to express my gratitude to all those who participated in the pitch stage; everyone delivered professional presentations they’d put their heart and soul into.”
Jens Thiemer, senior vice president customer & brand, BMW, added, “This system will comprehensively integrate the classic marketing disciplines of strategy, creation and production with all relevant aspects of the customer journey – while elevating them to a high-tech level. In practice, this includes all areas of data-driven performance marketing and analytics, marketing automation, programmatic media and CRM support. In addition, we are consolidating the management of web operations and e‑commerce within our new agency operating system.”
The Engine will also complement existing international agencies for China and the US. The new agency configuration will become operational as soon as the third quarter of this year and start by serving the two large markets of Germany and France.