Serviceplan Group and BMW expand agency model ‘THE MARCOM ENGINE’

Munich, 16 April 2024 — The Serviceplan Group and the BMW Group are continuing and expanding their successful cooperation within the scope of the agency model "THE MARCOM ENGINE". Following the recent contract extension until the end of 2027, Serviceplan will also be responsible for the majority of asset production as well as the adaptation and rollout of central campaigns.

Christian Schmitz, who has held the role of CEO at The Marcom Engine for three years, comments: "THE MARCOM ENGINE stands for an operationally optimised and efficient agency model that delivers data-driven product communication from a single source to ensure 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 cooperation."  

"The continuation and expansion of our partnership with the BMW Group impressively confirms that our customised model optimally meets the requirements of an internationally operating company. We are particularly proud that our team will take on a large part of the asset production in the future - a strong sign of trust in our creative excellence. 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 the Serviceplan Group.

The agency model introduced in 2020 was developed specifically for BMW's needs and has since supported digital product communication in the BMW Group's European markets. THE MARCOM ENGINE combines traditional marketing disciplines such as strategy, creation and production with all relevant aspects of the customer journey. This includes data-driven 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 make processes more efficient.