Dentsu said that it has retained and expanded its longstanding partnership with BMW Group, securing the integrated media business for BMW, MINI, and BMW Motorrad across 23 markets in Europe. The new contract is set to begin on 1 January 2026. 

Exactly what part of the renewed assignment represented expansion was not made clear in the official announcement and a query seeking clarity had not been returned by deadline. Estimated media expenditure for the account was not disclosed.  

The account is led by Dentsu media agency iProspect. 

Under the new remit, Dentsu will deliver full-funnel media planning and buying across all channels, as well as data and technology consultancy across all three BMW Group brands. The assignment also includes support for the launch of Neue Klasse, BMW’s new electric vehicle platform. 

Amanda Morrissey, Global President, iProspect, stated that the win “reflects iProspect’s strength at the intersection of media, data, and technology.” 

 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.”