LIGANOVA MaSH! launched

Stuttgart/Munich/London 24. June 2025 – The former customised agency TheGame will now operate under the name LIGANOVA MaSH! at its London location and will be fully integrated into the LIGANOVA Group’s brand ecosystem. With this step, the Group is strategically expanding its expertise in strategy, social and content creation, thereby strengthening its range of services – both for existing customers and in new business. The extension of the long-standing cooperation with BMW represents a special milestone. LIGANOVA MaSH! will continue to be responsible for the car manufacturer’s international social and editorial creative delivery.

The 60-strong international agency LIGANOVA Mash is headed by Managing Director James Walkinshaw. His claim: “MaSH! stands for Make Stories Happen! We’re not just another agency; we’re the storytellers of a new era. We see ourselves as storytellers for a new generation. We think beyond traditional campaign formats: bringing brands to life by authentically and emotionally engaging online communities. After four years delivering industry leading work for BMW we are well established, but still with a start-up agility. With the rebrand, clarification of position and closer connection with the Liganova Group, we look forward to growing and diversifying our client mix“

Torsten Dietz, Co-CEO of the LIGANOVA Group, also emphasises the strategic importance of the new launch: “With LIGANOVA MaSH!, we are completing our service portfolio for holistic brand experiences – from physical spaces to digital touchpoints. The Mash unit strengthens our ability to stage brands emotionally, creatively and across channels and to position them effectively.”

Credits: LIGANOVA Group