BMW invites pitches for Mini media planning business

BMW-owned Mini is reviewing its strategic planning business, held by Element – the joint venture between Naked Communications and WCRS.

Element was created in December last year to handle planning for the brand. The pitch is being run by the AAR.

The review is thought to be part of BMW’s international audit requirements and will be led from BMW’s headquarters in Munich. It is being run separately from the £25m planning and buying review for the parent brand.

The creative account, also handled by WCRS is not part of the review. Earlier this year, Mini general manager Trevor Houghton-Berry left the car brand, where he had been in the post since BMW created a separate division for the Mini in 2000. Prior to that he had been corporate sales manager at Rover and had held similar positions at both Citroën and Mazda.

Houghton-Berry was replaced by national sales manager for BMW and Mini Andy Hearn, who took over responsibility for Mini’s sales and marketing operations.

Lida, the direct marketing arm of M&C Saatchi, was recently appointed by BMW to handle DM for its Mini business. The incumbent, EHS Brann, withdrew from the pitch.

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