Mini hands creative business to Arachnid in Malaysia

BMW Group has chosen Arachnid in Kuala Lumpur as the AOR agency for Mini Malaysia, ousting incumbent BBDO Proximity. 

Arachnid will take on all strategic and creative duties for Mini, including both above and below-the-line duties across digital, ambient advertising, CRM, direct marketing, events and social media planning.

Chin Weng Keong, managing director at Arachnid, said, “Mini is one of the few truly iconic brands out there and an account every agency wants a piece of."

“While we've been doing media neutral work for some of our clients for a while now, it's always been by way of organic extension of the digital duties they sign us up for.

“This is media-neutral from the outset which we're thrilled about because I think this marks our 'coming of age' if client marketers no longer see us as a digital shop per se,” he added.