Plan.Net France, the digital design agency of House of Communication (Serviceplan Group), is strengthening its teams and structuring its offering as part of its collaboration with BMW Group France (BMW and MINI brands).

The agency's growth over the past few months follows BMW Group's decision to entrust all its European communications to The Marcom Engine, a consortium comprising Serviceplan Group, creative studio MediaMonks and transformation consultancy Berryls Strategy Advisors.

For the French market, the Plan.Net agency provides a wide range of services, from management of the group's web platforms (webmastering, monitoring, SEO) to its CRM strategy, including the management of analytics and data expertise and optimization of customer paths throughout the relational funnel of the BMW and MINI digital ecosystems. As part of The Marcom Engine's local team, Plan.Net is also responsible for the smooth running and collaboration of the various agencies based on the French market, as well as synchronization with the central organization operating in Munich.

To carry out all these tasks, Plan.Net has set up a team dedicated to BMW Group, headed by Guillaume Merlen. Previously Managing Director of CRM agency Chemistry, and formerly with Publicis and Digitas in France and Hong Kong, he is leading this innovative transformation project alongside 40 employees and partners working for BMW and MINI.

"The Marcom Engine is not a simple addition of marketing and communications skills, nor just an agency model dedicated to one advertiser. It's a more transparent and iterative way of collaborating between different customers, partners and cultures, all working towards the same goal: better performance on every campaign, thanks to better data, a continuously improving process and a healthy dose of passion."

Guillaume Merlen - Local Engine Lead of The Marcom Engine France

To complete The Marcom Engine team, Plan.Net France has called on Mathieu Genelle (ex Publicis and entrepreneur) to join the team as Strategic Planner. He is in charge of all studies and strategic framing of communication campaigns for the BMW and MINI brands on the French market. The team is also strengthened by the arrival of Jean Grislain (ex Epoka) as Local Delivery Lead, responsible for steering all project management teams and coordinating the production of assets for the BMW Group, and Alain Barbotte (ex Accenture) as Innovation Director for the BMW account.

The creation of The Marcom Engine team within Plan.Net is an important step in the agency's growth on the French market. Involving up to 20 different profiles on assignments as diverse as technical maintenance and copywriting, The Marcom Engine demonstrates Plan.Net's ability to support leading customers in their digital strategy and CRM operations, in a competitive environment and complex organization.

"We're very proud to support BMW Groupe France in its digital transformation, implementing an innovative collaborative model between advertiser and agency skills. This project reinforces Serviceplan Group's strategy of offering our customers a fully data-driven marketing and communications service to meet their business objectives, taking into account their entire customer journey."

Pierre-Emmanuel Muller, General Manager Plan.Net France

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About Guillaume Merlen

After starting his career at IBM Global Services in 1997, Guillaume Merlen joined the world of digital communications at Duke Interactive, then Publicis as Creative Director in France and then Hong Kong in the automotive, luxury and telecoms sectors. In 2018, he took the helm of the Chemistry agency to put Data at the service of relational platforms and leading brands in France. After some freelance experience, he joined PLAN.NET to lead The Marcom Engine France, the full-funnel marketing partner of BMW and MINI.

About Mathieu Genelle

After starting his career at Euro RSCG 4D in 2005, Mathieu joined Wcube in mid-2005. There, he worked as a digital consultant, before setting up a Social Media unit in 2008 when Wcube was acquired by Publicis. Five years later, still within Publicis, he joined Chesmitry to build up a consulting division, combining consumer research, social listening, UX and strategic planning. After an entrepreneurial experience that gave birth to the successful children's podcast Les P'tites Histoires, Mathieu joined Plan.Net France as a strategic planner within The Marcom Engine France.

About Jean Grislain

After graduating from the École Française des Attachés de Presse (EFAP) in 2008, Jean Grislain began his career as a Production Manager with the events agency Ormedia. In 2009, he joined online poker specialist Winamax as Communications Manager, then Director of Event Productions and Head of Activation Partnerships. After a stint with Epoka (corporate agency) in 2018, he joins Plan.Net France in 2021 as Local Delivery Lead, responsible for all project management teams within The Marcom Engine.

About Alain Barbotte

Alain Barbotte began his career at search marketing agency Performics (Publicis Group) before taking up a position as Consulting Director at Netbooster, supporting key accounts with their digital and media issues. After a spell in the insurance and dating sectors, Alain joined Accenture in 2019 to support BMW France's teams in their digital transition, a role he has continued since early 2020 with the Plan.Net France agency.

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PRESS CONTACT : François HOUSTE : francois.houste@plan-net.fr

About Plan.Net France :

Since its creation in France in 2000, the Plan.Net agency has supported its customers in the design, implementation, management and performance of digital platforms. In a world where reference points are changing in real time, Plan.Net is committed to DIGITAL DESIGN FOR HUMANS, a reasoned, human approach to digital interactions, for greater value, meaning and relevance to the business and needs of its customers. Plan.Net acts on Services - platforms, business tools, user interfaces - on Content - text, sound, video, immersive experiences - and on Technology - optimization, deployment, maintenance - always keeping the user and end use in mind in its missions.

Plan.Net in figures: 20 years of expertise in the digital world, 35 employees in Paris and Rennes, 25 active customers and €4 million in sales by 2020.

http://www.plan-net.fr