Taking on the global experience role, Accenture will work with BMW's digital teams to deliver tailored content across 120 markets. It posits that it will use tech and data to do so effectively. Search and social are included in the contract.
The agency will also fully support BMW's marketing efforts with coaching and support five days a week.
Anatoly Roytman, who leads Accenture Interactive in Europe, Africa and Latin America, said: “Brands like BMW and Mini have the foresight to plan for customers’ evolving expectations of the brand’s experience.
“It is an exciting time to innovate and succeed in creating human-led experiences for customers – whether via digital or real-world touchpoints."
He concluded that the new partnership offers "a new horizontal structure and connected approach to making creative and memorable customer experiences online and to build brand equity".