BSSP Resigns as MINIUSA Begins Search for a New Ad Agency

Big news in the advertising world today as BSSP has formally resigned the MINIUSA account after 11 years. Via Adage:

“This has been a difficult decision for the agency. Over the years, we have created great work with the talented team at Mini,” said John Butler, chief creative officer at BSSP, in a statement. “It’s unusual to have such an extended relationship with a client. We appreciate that opportunity.”

BSSP famously followed in the big foot steps of Crispin Porter + Bogusky who helped create the brand in the US. But BSSP had plenty of ideas of their own and helped the brand expand from one car and two models to the entire range of cars with over 100 dealers to support.

More from Adage: Mariella Kapsaskis, Mini communications manager for BMW North America, said in a statement that Mini USA is initiating a creative agency review. She also stated that BSSP decided not to participate in the review and has resigned the business. “We respect their decision and appreciate their great work and partnership over the past 11 years,” she said.

Clearly this was a hard decision given the length of the relationship and the strength of some of the work. However it does allow MINI USA a chance to bring in a fresh perspective. MINIUSA’s marketing has seen critique on this site and elsewhere over the past few years and there’s room for new ideas and approaches.