• by Joe Mandese , October 4, 2022

BMW Group has named Dentsu’s iProspect unit as its agency for “offline” media for its BMW and MINI brands across Europe. The assignment follows a competitive pitch, which included incumbent GroupM’s Wavemaker.

The account consolidates both buying and planning at iProspect for 24 markets in the EMEA, including the U.K., Spain, Italy, France, Sweden, Poland, and Germany. 

iProspect previously serviced nine markets including France, Italy, Spain, Netherlands, Switzerland, Sweden, Denmark, Norway and Finland.

The Marcom Engine handles online media for BMW Group in Europe.