Mini kicks off global creative review

The company has issued an RFI after approaching a number of shops around the world.

Mini is asking agencies general questions about client conflicts, their core competencies and whether they would be interested in pitching for international work for Mini in the future. There is not believed to be a specific project in mind.

The process is thought to be procurement-driven and is being run from BMW’s headquarters in Munich.

Mini has not had an international lead agency for the past two years. Before that, it used BSUR in Amsterdam.

Butler, Shine, Stern & Partners, based in California, is the brand’s agency of record in the US and has also produced some global brand activity on a project basis in the past two years.

The talks are separate from the ongoing AAR-run BMW UK creative pitch.

In January, Mini shifted 15,510 models worldwide, down 2.2 per cent from January 2013’s 15,860 units. The company is due to launch a new model in the spring.

This article was first published on campaignlive.co.uk