Kate Magee
Feb 14, 2014

Mini kicks off global creative review

Mini, the car brand owned by BMW, has launched a review of its global creative agency requirements.

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

Source:
Brand Republic
Tags

Related Articles

Just Published

20 hours ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

20 hours ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

21 hours ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

21 hours ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.