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Mini global review

Mini calls £70m global review

LONDON – BMW has called a review of the estimated £70 million global advertising account for Mini.

The process is in its early stages, with a small number of undisclosed London shops selected for credentials meetings. The Observatory is handling the process.

The successful agency will create global brand campaigns that will be adapted by Mini’s roster of agencies in local markets.

The search for an international agency marks a shift away from Mini’s previous global marketing strategy, under which its roster of agencies pitched for global briefs on a project-by-project basis.

It is understood that none of Mini’s local agencies, which include WCRS in the UK and the German agency Jung von Matt, have been asked to pitch for the business.

The news will come as a blow to WCRS, which has created the lion’s share of Mini’s recent global ad campaigns.

Its most recent TV campaign for the brand, which encouraged consumers to “ban boredom”, ran across a number of global markets.

It comprised two TV spots, one featuring a gang of Vikings invading a beach on the back of the car and another in which a Mini smashes through the wall of a man’s living room.

Emma Lowndes, the marketing manager for Mini UK, said: “We are looking at an international agency but we don’t envisage it impacting local agencies at all.

“All commercial organisations need to take a look at new ways of doing things and it is our strategy to make sure we’re doing the right thing for the brand.”

WCRS has been the UK agency of record for Mini for the past eight years. It secured the business in 2000 without a pitch off the back of its 29-year relationship with BMW.

Mini is currently enjoying a resurgence in the US, with sales rising 29 per cent last year. Its global sales, however, achieved a more modest increase of 4 per cent.

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