Tractors BMW's Mini starts U.S. ad agency search

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NEW YORK -- BMW Mini is talking to ad agencies, making it the first car account up for grabs in 2012, Advertising Age, an affiliate of Automotive News, reported on Tuesday.

Independent agency Butler Shine Stern & Partners has been the agency of record since 2005.

The carmaker has started a review process by circulating a request-for-information document to a variety of shops. Hasan & Co. in Raleigh, N.C., is the consultant; the firm handled the review the last time as well.

Mini is considering new agencies for the full scope of work handled by BSSP, which includes national brand creative, regional and dealer creative, media planning and buying for both national and co-op advertising. Not included is digital work, which is handled by Boston-based Beam Interactive and multicultural marketing, handled by Austin, Texas-based Sanders Wingo.

BSSP, of Sausalito, Calif., succeeded MDC Partners' CP&B when, after four years of working on the business, it resigned the account to handle the much larger Volkswagen of America account. (VW is now working with Interpublic Group of Cos.' Deutsch, Los Angeles.)

Mandatory RFP

According to Mini, the review isn't related to performance, but is being mandated by the company's procurement department.

"Mini USA has been very satisfied with BSSP's services," Tom Salkowsky, manager of Mini USA marketing, said in a statement. "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," He noted that BSSP will participate in the review.

Said John Butler, executive creative director at BSSP, in the statement: "Generally, we believe incumbents shouldn't participate in an agency review. However, with our strong dealer and client relationships, an Effie for Mini each year that we've had the business, and the strength of the work, we are confident that we will prevail."

Read more: http://www.autonews.com/article/20120118/RETAIL03/120119837#ixzz1jpRgChvq
 
 
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