The BMW Group is currently holding an agency competition for the automotive group’s global social media activities. As reported by “Campaign UK,” four networks initially entered the competition, but two have since been eliminated. This article details which local agencies are currently involved in social media for the BMW and Mini brands.
According to the media report, the Monks network manages social media activities for the Munich-based automaker’s brands in Europe. The network, headquartered in the Netherlands and part of Martin Sorrell’s holding company S4 Capital, has been working with the automaker for some time. This includes the acquisition of BMW’s agency Eightydots and its involvement as a partner in the launch of The Marcom Engine – a specialized unit built for the BMW Group, which is now wholly owned by the Serviceplan Group.
Liganova Mash is another well-known international social media partner. This is the London-based agency that once operated as part of The Game. To recap: The Game was an agency built specifically for the BMW Group, backed by Liganova (or rather its holding company Going Beyond) and Jung von Matt. A key supplier was the PR agency Looping, whose insolvency ultimately led to The Game’s demise. What remained of The Game, or more precisely, The Game’s London office, was Liganova Mash. This repositioning took place in 2025, with the extension of the “long-standing collaboration with the BMW Group” certainly being a major asset for the fresh start. At the time, Liganova stated that its London agency would “continue to be responsible for the automaker’s international social media channels.” Managing Director James Walkinshaw was named as the head of the approximately 50-strong international Mash team.
The Munich-based agency Lobeco also plays a significant role in the BMW Group’s social media strategy. They won a pitch in early 2025 and were able to expand their mandate with the automaker.
Other important agency partners of the car group are Jung von Matt as lead agency for brand communication and the Dentsu subsidiary iProspect for international media tasks.
