Creative network Dentsu has retained and expanded its media partnership with German car manufacturer BMW Group across Europe, led by its iProspect arm.

The integrated appointment will span 23 markets, and will aim to activate Dentsu’s “Networked Intelligence” model for BMW, with the new contract set to begin on 1 January 2026.

The appointment will see the Japanese firm tasked with delivering full-funnel media planning and buying across all channels, as well as data and technology consultancy across all three BMW Group brands.

“This win reflects iProspect’s strength at the intersection of media, data, and technology,” said Amanda Morrissey, global president of iProspect.

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“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.”

Led by iProspect, the move will build upon Dentsu’s existing relationship with the auto giant, leveraging the agency’s digital, data, Gen AI, tech and content capabilities.

Uwe Dreher, VP of marketing at BMW Europe added: “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.

“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.”