Love it or hate it, MINI’s advertising is usually memorable. Open up an Advertising Annual from Communication Arts from the past ten years and chances are you’ll find something from MINI featured. Many of the enthusiast old guard probably remember the USA brand launch from Crispin Porter & Bogusky. Since 2005, MINI’s advertising has been handled by Butler Shine Stern & Partners have lead the cheerleading efforts. Now Advertising Age is reporting that MINI USA has put out a Request-for-Information to a number of national agencies, including BSSP.
According to Advertising Age, MINI isn’t unhappy with BSSP’s performance. Rather, parent company BMW has a standing policy that advertising accounts must come up for review at certain intervals. Tom Salkowsky, head of MINI USA Marketing had this to say:
“Mini USA has been very satisfied with BSSP’s services. They have helped support Mini’s growth over the years with groundbreaking, never-been-done-before creative. We are simply adhering to BMW Group corporate purchasing procedures by going to RFP.”
Whether this means BSSP will come out on top of the review process remains to be seen. With only so many car brand accounts to go around, let alone one as fun as MINI, you’ve got to know the agencies under consideration are going to bring their best ideas to the table.
[Source: Advertising Age]