Rover boss moves to Mini/MG arm

BMW Group has moved one of Rover’s senior marketers to head its Mini/MG division, and is seeking an advertising agency to handle next year’s launch of the new Mini.

John Edwards, Rover brand director, has been promoted to the role of managing director of Mini MG. He will report to Gabriele Falco, who is the UK sales and marketing director of all BMW’s car brands.

Under Edwards, former MG brand manager Guy Pigournakis has been made MG marketing director; while Mini brand manager Patrick Fleming has become its marketing director.

The restructure has resulted in Rod Kirkpatrick, brand director of Mini and MG, moving to the position of product programme director for Rover.

Mini, which until now has been with APL, is looking for its own agency to handle the brand in the UK and is expected to approach BMW roster agencies – which include M&C Saatchi and WCRS.

However, a Rover insider added that Rover would also be approaching non-roster agencies.

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