MINI USA today announced it will hold an agency review for the majority of the MINI brand creative work in America due to BMW Group policy requirements. The announcement comes as MINI USA achieved its best sales year ever, and is in the midst of growing the brand’s vehicle lineup and dealer network.
There are several areas of focus for agency support in the RFP – national brand creative, regional and dealer creative, media planning and buying for both national and co-op advertising.
Interactive is currently supported by Beam Interactive in Boston, MA and is not included in the RFP. Sanders Wingo in Austin, Texas was appointed in September 2011 to support all the diversity marketing activities for MINI USA, and that area of the marketing business is not included in the RFP.
The national, regional and dealer creative and media advertising efforts have been handled by Butler, Shine, Stern and Partners (BSSP) from Sausalito, California since late 2005.
“MINI USA has been very satisfied with BSSP’s services. They have helped support MINI’s growth over the years with ground-breaking, never-been-done before creative. We are simply adhering to BMW Group corporate purchasing procedures by going to RFP,” said Tom Salkowsky, Manager MINI USA Marketing. “BSSP has made valuable contributions to our business and will participate in this review.”
“We understand that this is a procurement-driven requirement,” said John Butler, Executive Creative Director at BSSP. “Generally, we believe incumbents shouldn’t participate in an agency review. However, with our strong dealer and client relationships, an Effie for MINI each year that we’ve had the business, and the strength of the work, we are confident that we will prevail.”
The search will be conducted by Hasan Ramusevic with Hasan + Co. in Raleigh, North Carolina. Hasan + Co. conducted the agency search for MINI USA in 2005 as well. Interested agencies should contact Hasan at: 919-713-0700, www.hasanandco.com.
[Source: BMW Group North America, Woodcliff Lake, NJ – January 13, 2012]