BMW Group vs Volkswagen

From the first sketch to recycling: The holistic sustainability approach of the BMW Group.

From the first sketch to recycling: The holistic sustainability approach of the BMW Group.

BMW Group runs global social media agency pitch

The BMW Group has launched a global agency pitch to review and reassign its worldwide social media responsibilities for the BMW and Mini brands. According to media reports, four networks initially entered the review and two have since been eliminated. Existing partners named in reporting include Network Monks (part of S4 Capital) for Europe, London-based Liganova Mash for international social channels, Munich-based Lobeco (which expanded its mandate after winning a 2025 pitch), Jung von Matt as lead agency for brand communication, and iProspect (a Dentsu subsidiary) for international media tasks. The article references previous restructurings such as the acquisition of Eightydots and the creation — now owned by Serviceplan Group — of The Marcom Engine.

• BMW Group has launched a global agency pitch for its worldwide social media activities for BMW and Mini.
• Four networks initially entered the pitch; two have been eliminated so far (per Campaign UK reporting).
• Network Monks (part of S4 Capital) currently handles social media measures for BMW in Europe.

Adform becomes OpenAI tech platform partner for ChatGPT ads in Europe.

Adform has been announced as one of OpenAI's technology platform partners as ChatGPT Ads expands into Europe, enabling advertisers to plan, control, and measure chat-based ad campaigns within its existing omnichannel platform. This integration provides a unified view of the customer journey by connecting conversions from ChatGPT with other Adform campaigns. Volkswagen and Vodafone are among the first companies testing the access, focusing on brand presence and channel performance. The rollout, which began in August 2026 across 31 European markets, supports ad formats on free and lower-cost plans, with paid plans remaining ad-free. Advertisers can utilize CPM, CPC, conversion optimization, geo-targeting, and custom audiences, while OpenAI ensures ads are clearly labeled and do not influence ChatGPT responses. Adform's partnership aligns with its broader AI-driven advertising strategy, including MCP support and collaboration with IAB Tech Lab on agentic standards.

• Adform is a technology partner for OpenAI's ChatGPT Ads in Europe, enabling ad campaign management and measurement.
• The partnership allows advertisers to buy ChatGPT inventory through Adform's platform and connect conversions with other campaigns.
• Volkswagen and Vodafone are early testers of ChatGPT Ads.

Volkswagen Sells Osnabrück Plant for Rafael Defense Technology

Volkswagen is selling its Osnabrück plant to Aurelius Capital, an Israeli investment firm, and the German state of Lower Saxony. The site will be converted from car manufacturing to producing components for air defense systems, with Israel's Rafael Advanced Defense Systems as the anchor customer. The deal involves a letter of intent, subject to board and regulatory approvals. The conversion aims to address the plant's future amid Volkswagen's restructuring, which includes significant job cuts. Lower Saxony is contributing around €200 million. The plant will become a 'competence center for security and defense solutions,' with plans for Iron Dome-related manufacturing. The move has drawn criticism from peace groups but is seen as a way to preserve jobs and repurpose idle capacity in the defense sector.

• Volkswagen signs letter of intent to sell Osnabrück plant to Aurelius Capital and Lower Saxony.
• Rafael Advanced Defense Systems is the anchor customer for air defense components.
• Lower Saxony invests around €200 million in the deal.