THE GAME is a supradisciplinary creative agency group (quite the mouthful). It was formed by blending three specialised agencies to build a single team, creating a supergroup tasked with reshaping and reimagining BMW Group and BMW brand communications. Uniquely tailored for BMW and the BMW Group, THE GAME was entrusted with steering the brand. We aligned and harmonised the company and brand messaging across all channels and platforms.
As CCO, I was asked to lead the business alongside the CEO, overseeing teams in both Germany and the UK. Together, we guided BMW’s brand transformation and set the vision for its future. I was asked to connect and steer the group as a single team, connect cultures and break down barriers.
Our remit included leading Group, Brand, M, and new brand development. We aligned strategy, corporate communications, campaigns, experiential marketing, partnerships, collaborations, social media, PR, and setting new standards in emerging technology platforms like Meta and NFT—ensuring a cohesive, powerful voice and a contemporary edge for Gen Z as well as Gen X and Millenial. We delivered consistency, quality, and confidence globally for a brand that had, at times, struggled to find its voice. We also drove technological and platform innovation across experiential, social, and emerging channels.
THE GAME focuses on aligning brand communications across every platform, offering a multidimensional range of services infused with a distinctive DNA, a forward-thinking mindset, and a cutting-edge creative culture. By delivering the Brand North Star, shaping brand narratives, and connecting campaigns through a Red Thread, we built a more consistent and unified vision for BMW. We shaped an optimistic future for the brand.
Our work included delivering keynote communications and corporate messaging that influenced both share valuation and sales. We helped frame conversations around key drivers such as circularity, electromobility, and digitisation within the group. Connecting the offering into a single vision. We established the "New Neue," a once-in-a-generation refresh for the BMW brand. that offers an optimistic outlook for our existing and conquest audiences.
Working closely with senior management, we set out the strategic positioning for the brand, led halo product launches, and clearly defined BMW’s luxury and EV propositions—overtaking Tesla in the process.
