The Marcom Engine strengthens its management team to build an innovative Content Factory

As part of the expanded partnership between BMW Group and Serviceplan Group, 'THE MARCOM ENGINE' is strengthening its management team. Christin Herrnberger, formerly Managing Partner at Serviceplan Munich, is spearheading the development of an AI-supported, highly automated Content Factory to supply BMW and MINI's 26 European markets.

Munich, 17 June 2025  —  As the BMW Group's collaboration with Serviceplan Group expands, the agency model 'THE MARCOM ENGINE' will also be responsible for developing and producing strategic campaigns for 26 BMW and MINI markets. To prepare for this task, Christian Schmitz, CEO of THE MARCOM ENGINE, is strengthening the management team. Christin Herrnberger, who has been with the Serviceplan Group since 2017 — most recently as Managing Partner at the creative agency Serviceplan Munich — is joining the management team at THE MARCOM ENGINE. Together with an interdisciplinary team of consultants, creatives and production experts, she will oversee the development of the new Content Factory at both a central and market level.

At the heart of her expanded remit is the technological platform on which the Content Factory is built: the AI-supported, highly automated production pipeline, 'MAKE Line'. Developed within the Serviceplan Group by Serviceplan Make, it combines classic production methods with generative AI. AI-supported image generation, automated script creation and advanced post-production significantly reduce production times and costs.

Christin Herrnberger, Managing Partner Creative Content at THE MARCOM ENGINE, comments: “Setting up a Content Factory for the BMW Group is a strategically important task that will enable us to make campaign development and production significantly more efficient and scalable. The human factor — in the form of creative flexibility and a deep understanding of the brand — combined with technical efficiency, enables us to quickly and precisely tailor content to different platforms, target groups and markets.”

“I am delighted that we have been able to bring on board Christin Herrnberger, an experienced consultant for complex, integrated customer projects, who brings with her extensive experience from her longstanding collaboration with BMW. Our AI-supported setup enables flexible and scalable campaign adjustments for different markets, carried out efficiently and precisely in line with the brand. This takes digital product communication to a new level within our end-to-end model” adds Christian Schmitz, CEO of THE MARCOM ENGINE.

Following Christin Herrnberger's transition, Serviceplan Munich will continue to be led by Markus Koch (Consulting), Heiner Twenhäfel (Creation), Head of Design Jörg Schmitt, and Managing Directors Creation Marie Legat and Monika Klingenfuß. The team has most recently developed and implemented communication and design projects for Munich Airport and BarmeniaGothaer, among others.