Mini hands business to Initiative in Thailand

The agency is responsible for creating excitement ahead of this month’s launch in Bangkok and to further promote test drives for the car.

Wannee Ruttanaphon, chairman of Mediabrands in Thailand, said the agency is looking forward to exploring different touch points to connect consumers with the brand.

“We are very excited about the BMW Mini launch in Thailand. Globally, they are an exciting brand to be working with, not only as an impressive vehicle but they produce some of the most progressive marketing work around and support innovative media plans.”

Prashant Kumar, president, Asia, Mediabrands World Markets, added, “BMW is all about performance and Initiative is all about performance. We are delighted to be able to announce this win which is such a perfect fit with Initiative’s own approach.”