After a seven years partnership with Butler Shine Stern & Partners, MINI is searching for a new ad agency. According to AdAge, BMW’s MINI has started a review process led by North Carolina consulting firm, Hasan & Co.
The scope of work includes national brand creative, regional and dealer creative, media planning and buying for both national and co-op advertising. The digital work handled by Beam Interactive and multicultural marketing by Sanders Wingo will be retained by the two firms.
AdAge says the review reviews is not related to performance, but rather a directive by the BMW Group. “Mini USA has been very satisfied with BSSP’s services,” Tom Salkowsky, manager of Mini USA marketing, said in a statement. “They have helped support Mini’s growth over the years with groundbreaking, never-been-done-before creative. We are simply adhering to BMW Group corporate purchasing procedures by going to RFP,” He noted that BSSP will participate in the review.
John Butler, executive creative director at BSSP, feels confident that the company will win the new contract.
Out of the total $165 million spent by BMW on domestic advertising in 2010, only $26 million were allocated to MINI marketing.
Its latest advertising, themed “The Best Test Drive Ever. Period,” featured the winner of a contest who submitted a six-word description of his idea of the best-ever test drive. The winner is featured in a two-minute film and 90-second cinema commercial dramatizing his idea.