LIGANOVA MaSH! Wins Global BMW Social Media Pitch and Expands Its Account to Include MINI

Stuttgart / Munich / London, October 26, 2026 – LIGANOVA MaSH! is continuing its successful collaboration with the BMW Group on a long-term basis. Following a multi-stage pitch against well-known competitors, the creative agency – which specializes in social media and digital brand communities – has retained the global social media account for the automaker’s core brand channels for another three years. With this renewed contract, the agency’s scope of responsibility is also set to expand significantly. BMW and LIGANOVA MaSH! are thus continuing their successful partnership. Together with BMW, the team has continuously developed the brand’s social media presence and built one of the most engaged digital automotive communities worldwide.

The scope of the account, which previously covered BMW’s global social media channels, will be expanded to include MINI’s global channels as well as additional special-interest channels. This gives the agency the opportunity to manage the communities of two iconic brands. To this end, approximately 60 specialists in the areas of strategy, creative, content production, data & insights, and community management are working together in an integrated, interdisciplinary setup at the Munich and London offices.

Marco Seiler, CEO of the LIGANOVA Group: “We are very pleased that, after successful collaboration, BMW has once again placed its trust in us and will be entrusting us with even greater responsibility in the future. This makes us proud and grateful, and is a wonderful testament to the dedication and passion of our entire team. The foundation of this long-standing partnership is a close, trusting collaboration on equal footing, which has consistently yielded excellent results. We want to build on this together and take the successful partnership into its next phase—for BMW and, in the future, for MINI as well.

James Walkinshaw, Managing Director of LIGANOVA MaSH!: “Social media is undergoing a fundamental transformation—from a traditional communication channel to a central space for cultural relevance, brand interaction, and building long-term communities. We look forward to continuing to actively shape this transformation with both proven and new approaches and taking the BMW Group’s digital brand presence to the next level.”

By winning the account again, LIGANOVA MaSH! strengthens its position as an international social media partner for leading brands. At the same time, the mandate underscores the LIGANOVA Group’s strategic focus on more closely linking physical brand experiences, digital touchpoints, and social communities to create a consistent brand experience across all channels.