MINI searching for a new advertising agency

Article by Andrew Christian, on January 19, 2012

The first major car account that ad agencies will be eyeing this year is that of BMW's Mini, according to Advertising Age, an affiliate of Automotive News. Since 2005, the automaker has relied on independent agency Butler Shine Stern & Partners based in Sausalito, Calif. A review process has begun by distributing a request-for-information document to several shops.

The consultant is Hasan & Co. in Raleigh, N.C., the same firm that handled the review the last time too. Mini is assessing which of the agencies will take on the entire scope of work that the BSSP was responsible for.

These include media planning, the campaigns for the national brand as well as the regional and dealer segments, and national and co-op advertising.

However, digital work will be accomplished by Boston-based Beam Interactive and multicultural marketing will be the responsibility of Sanders Wingo. BSSP came in when MDC Partners' CP&B (which handled Mini’s account for four years) resigned to handle the Volkswagen of America account.

Notably, VW has switched to Interpublic Group of Cos.' Deutsch, Los Angeles. Mini said that this review won’t be centered on performance but rather, it is mandated by the automaker’s procurement department.

In a statement, Tom Salkowsky, manager of Mini USA marketing, clarified that BSSP’s services were very satisfactory and that Mini is now merely complying with BMW Group corporate purchasing procedures by going to RFP. To cancel any doubts, Salkowsky divulged that BSSP will join in the review.

Topics: mini, advertising

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

You may also be interested

Iti mai recomandam

When the BMW 2002 Hommage Concept was first revealed to the public, not everyone was amused. It was designed to celebrate the 02 Series’ 50th anniversary yet people still needed...
by - August 26, 2016
Cadillac has this thing where they debut their concept cars at the Pebble Beach Concours d’Elegance. In 2011, the very impressive Ciel concept was unveiled at the said event and...
by - August 25, 2016
A year ago we were introduced to Mercedes-Benz’ F015 Luxury in Motion self-driving concept car. Although the German automaker is not on the forefront of the self-driving car revolution, it...
by - August 24, 2016
People in general have this certain fascination for all things “super”. Some of these have made it to headlines such as supermodels, action-packed movies featuring our favorite superheroes, and then...
by - August 23, 2016
For almost a century, Bentley has been one of the leading luxury motorcar manufacturers. It has always prided itself for producing hand-built luxury vehicles that have been given a lot...
by - August 16, 2016