Serviceplan Group and BMW are expanding the agency model “THE MARCOM ENGINE”
Serviceplan Group and BMW are expanding the agency model “THE MARCOM ENGINE”
16.04.2025
Munich, April 16, 2025 - Serviceplan Group and BMW Group are continuing their successful cooperation and expanding it as part of the agency model “THE MARCOM ENGINE”. Following the recently agreed extension of the contract until the end of 2027, Serviceplan will also be responsible for a large part of the creative production as well as the adaptation and roll-out of central campaigns.
Christian Schmitz, who has held the role of CEO of The Marcom Engine for three years, comments: “THE MARCOM ENGINE stands for an operationally optimized and efficient agency model that delivers data-driven product communication from a single source to offer the best customer experience. We are proud of what we have achieved with our unique model on an international level and look forward to continuing our collaboration.”
“The continuation and expansion of our partnership with the BMW Group impressively confirms that our customized model optimally meets the requirements of an internationally operating company. We are particularly proud that our team will continue to take on a large part of the production of assets in the future - a strong sign of confidence in our creative competence. We look forward to providing strategic and operational support in the development of an internationally oriented content factory for the European markets of BMW and MINI”, adds Florian Haller, CEO of Serviceplan Group.
The agency model introduced in 2020 was developed specifically for BMW's needs and has since supported digital product communication in the European markets. THE MARCOM ENGINE combines traditional marketing disciplines such as strategy, creation and production with all relevant aspects of the customer journey. These include data-based performance marketing, analytics, marketing automation, programmatic media and CRM support. The model aims to further develop marketing activities in the areas of vehicle sales, customer service and digital services and to streamline processes.
