Mini seeks experiential agency

Mini, the iconic car brand owned by BMW, is understood to be seeking experiential agency. There is no incumbent on the account and the marque has previously worked with agencies on a project basis.

It is thought that the review, which is being overseen by the AAR, is in early stages and it is not clear which agencies are involved. Ysabel Vasquez, national communications manager for Mini, is understood to be overseeing the pitch.

Experiential marketing is a key part of the marque’s strategy. It was used extensively as part of its relaunch in 2001 with a series of “mini-plays” performed in vehicles across the UK cities.

In the past, it has worked with agencies including Cunning and Momentum and experiential marketing is a key part of the marque’s strategy. In 2005, Momentum created a fleet of Mini “taxis” with a mock illuminated sign and a taxi rank sign that used the Mini logo instead of the “Taxis only” wording.

In April, Mini moved its media planning in-house, ending a three-year relationship with PHD Rocket. The move did not affect its remaining roster agencies, with media buying Vizeum and advertising by WCRS.


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