Luxury and performance automaker BMW is has appointed Serviceplan as global communications lead for BMW Aftersales following a formal review. This is a new account developed by bringing several responsibilities under one umbrella, including winter tires, spare light bulb replacement and service packaging. Previously these messages were divided in several smaller accounts.
The responsibilities include support with drafting a "modular" communication strategy that can be adapted by specific markets as well as all advertising media. “The identification of best practices in the individual markets as well as setting up a hub function for targeted sharing of knowledge is also important," the agency stated.
The account will be led by managing directors Till Hohmann for creation and Florian Strauss for consultancy. On the customer side, Dr. Mark Leach, global head of aftersales communication at BMW & MINI, is responsible for the account.
"The topics of individualization and digitization will play an important role in our work in order to offer the customer a convincing Aftersales experience,” stated Hohmann.
The agency is based in Munich.