After BSSP resigned the MINI USA account earlier this year, the brand has been on a search for the right group to lead both it’s advertising and digital experiences. Today MINI is officially announces that that search has come to an end. MINI USA has chosen Pereira & O‘Dell as it’s new traditional agency and 360i as its new digital, social and CRM agency. Congrats to all parties!
Official Release: MINI USA announced today that San Francisco-based Pereira & O‘Dell will be the brand’s new creative agency, and New York City-based 360i will lead MINI digital, social media and CRM with support from data experts at Merkle. All three agency partners will utilize New York City-based teams to support the MINI USA partnership.
“The world has changed dramatically since we last reviewed our agency partners. Our new agencies demonstrated throughout the pitch process that they are incredibly talented, creative, highly collaborative organizations that are built for today’s consumer landscape.” said Patrick McKenna, Department Head, MINI Brand Communications, MINI USA. “They are ideal partners to help strengthen the MINI brand and accelerate growth in our business. We’re thrilled to have them on board.”
The selection of the new agency partners follows the conclusion of a creative agency review conducted by MINI USA Marketing with the support of The Burnett Collective.
The new contract with Pereira & O’Dell, 360i and Merkle will begin on October 1, 2017. MINI USA plans to share a glimpse of the new creative campaign later this year in support of a sales initiative with a more robust campaign launching in 2018. Interpublic’s Universal McCann will continue to serve as MINI USA’s media planning and buying agency through an existing contract.
MINI is an iconic brand with a rich heritage in pop culture and motorsports and is proud to be named as one of the Best Global Brands by global brand consultancy Interbrand.