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.