MINI USA Retains BSSP as Agency of Record


A while back, we reported that MINI USA had published a request for proposal (RFP) regarding its advertising. Part of a scheduled review process of existing work, the account was opened up for pitches from advertising agencies around the country. A number of agencies participated, including the current agency, Butler, Shine, Stern and Partners. That review process has now terminated and BSSP will remain MINI’s lead agency, with the renewed relationship kicking off officially in June. So congrats to BSSP and we look forward to seeing where the brand is headed in the future. Full press release after the jump.

[Official Release] MINI USA announced today that after a thorough RFP process, Butler, Shine, Stern and Partners (BSSP) from Sausalito, California has been named as the advertising agency of record for MINI brand and dealer co-op advertising in the U.S. BSSP has been responsible for MINI USA advertising since late 2005, and will continue to support the business moving forward through the duration of this new three-year contract.

“The pitch delivered by BSSP outlined clear strategic vision for MINI’s future growth, detailed consumer insights as well as an abundance of creative ideas,” said Tom Salkowsky, Manager – MINI USA Marketing. “BSSP demonstrated that while their team was the incumbent, they are far from complacent, and have the creative edge that we will need to move the MINI brand forward in an increasingly competitive segment.”

The new contract begins in June 2012, and extends for three years. It will include BSSP supporting MINI national brand creative, regional and dealer creative, as well as media planning and buying for both national and co-op advertising. The decision-making panel was comprised of representatives from MINI USA Marketing and a representative from the global MINI Marketing team, Purchasing, Sales and the MINI USA dealer network.

“This was an incredibly challenging brief and process as we were competing with a strong set of talented agencies,” said John Butler, Executive Creative Director at BSSP. “We are extremely proud to have successfully defended the MINI business, and we’re thrilled that we will have the opportunity to bring some of the agency’s new creative ideas to life over the coming years.”

MINI USA’s interactive work (MINI, MINI dealer websites and social media) is currently supported by BEAM Interactive in Boston, Massachusetts; and Sanders Wingo in Austin, Texas was appointed in September 2011 to support all the Multi cultural marketing activities.