MINI searching for a new advertising agency

Article by Christian Andrei, 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.

The new Roadster from MINI brings with it two interesting facts. The first is that the Roadster is the sole two-seater open-top in the history of the brand. The second fact is that it is the only premium model of its kind under the small car class. While it comes with the proportions similar to the roadster, it is packaged in the signature design language of the brand. As a result, the Roadster gets that irresistible and unmistakable charm. A unique feature of the MINI Roadster is that it has a three-box design, which even when closed, shows a sweeping profile which starts from the soft–top and then elegantly goes to the rear section.

Thus when compared to other models like the MINI, MINI Convertible, and even the MINI Clubman, the MINI Roadster has an engine compartment, a boot, and passenger compartment, for a total of three unique segments. For the new MINI Roadster, the way the body has been designed shows that it is in line with the brand’s design language principles.

For example, the new model contains parallel lines, harmonious curves, and tight surfaces, all features one would expect from a MINI. These are complemented with a flat boot lid, a short passenger compartment which focuses on two seats, and the sloping windscreen frame (which has an additional 13-degree rake compared to the MINI Convertible).

Another highlight is the polished roll-over bars made of stainless steel. For this particular feature, the design made sure that the bars would have a three-dimensional sculpting and padding on the front section. In addition, the brand offers a mount for the wind protection insert, though this is more of an option.

In terms of dimensions, the MINI Roadster has overall length of 3,734 millimeters with the MINI Cooper Roadster revealing total length at 3,728 millimeters and the MINI John Cooper Works Roadster at 3,758 millimeters. Meanwhile width is at 1,683 millimeters and wheelbase measures 2,467 millimeters, making the MINI Roadster almost the same as the MINI Convertible in terms of these dimensions.

Height is at 1,390 millimeters which is lower by 20 millimeters when compared to the soft-top four-seater version. Meanwhile, the MINI Cooper Roadster has a height at 1,384 millimeters while that of the MINI John Cooper Works Roadster is at 1,391 millimeters. Indeed, these proportions mean that when viewed from the side, the new MINI Roadster displays a low-slung yet uniquely elegant shape.

Topics: mini, advertising

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