BMW reviews creative for Mini

The review will be managed by pitch consultants R3.

Marketing director of BMW Group Asia Ramesh Divyanathan said the Thai agency has handled the account since 2005, when the Mini relaunched under new distributor Trans Eurokars.

“Since that time, Mini has been well established, selling about 800 cars in the three full years of operations in 2006 to 2008,” Divyanathan said. “U5OK has been a significant contributor in this success. To propel Mini to a new level, we feel that a locally based agency is needed.”

Divyanathan added that the company is looking to start work with the new agency from 1 July.

ShuFen Goh, a principal at R3, said the BMW brief aims “to look for an unconventional agency” that “will push the boundaries of creativity and emotional engagement”.

Mini is BMW Group’s premium model in its small-car segment and is sold through an exclusive showroom called Mini Habitat in Singapore.