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BMW Group is dovetailing corporate and brand communication

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Jens Thiemer, Senior Vice President Customer and Brand BMW (Photo: BMW)

The BMW Group is dovetailing its corporate and BMW brand communication even more closely and is supported in this by the agency TheGame Group GmbH, which was founded specifically for this purpose. From 1 April, modern, coordinated and mutually supportive communication will be launched across all channels. Corporate and brand messages are brought into line with each other and linked to the respective target groups. In the age of the editorial society, public relations and brand communication are thus experiencing a fundamental renaissance.

The BMW Group has decided to take an innovative and fundamentally new approach to corporate communication, brand management and brand communication: The company is realigning its corporate and marketing communications for the BMW brand with regard to organisation and content and has formed a customised agency model for this purpose with TheGame Group. The shareholders of TheGame Group are the Experience One GmbH and Jung von Matt AG. The agency will work exclusively for the BMW Group for the first few years. With Tim Wagner and Max Lederer as well as and Marc Schumacher, experienced heads could already be won for TheGame Group. The extended operational management team of TheGame Group is currently being established.

The BMW Group expects this to lead to an effective orchestration of the areas of brand campaign, brand experience, brand content, brand protection and public relations. In the future strategically developed and coordinated brand and corporate narratives will be communicated in a way that is appropriate to the target group and channel. In addition, all communication is data-driven and dynamically adapted in real time to audience response and current developments.

“Companies increasingly need to become broadcasters of their own brands if they want to stay relevant and address a community. That’s why we see “brand” as a media platform,” says Jens Thiemer, Senior Vice President Customer and Brand BMW. “In an increasingly fragmented media landscape, power of interpretation and efficient dialogue can only be achieved by joining forces and focusing.” With our approach, we are creating a new standard of modern communication.”

TheGame Group is an agency tailor-made for the needs of BMW. It completes the new agency model that BMW established last autumn with the founding THE MARCOM ENGINE: While the THE MARCOM ENGINE takes on the task of empowering all digital product communication in all European markets, TheGame Group focuses on innovative, data-driven, high-quality creative and strategic work in corporate and brand communication. In future, the aim is to stage the brand internationally across all channels with a maximum of creativity and efficiency.

For the area of corporate communications, TheGame Group will cooperate with the newly founded British offshoot of the Looping Group, Looping Group International Ltd in London. This new company will be responsible for the areas of public relations and social media.

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