Mini Usa

MINI USA

Overview

In 2005, MINI USA was delivered notice that their current advertising agency would resign their account in order to pursue a larger account with a competing brand. The resigning organization had been the ad agency for MINI since its acquisition by BMW a few years earlier. Although most relationships with ad agencies was far shorter on average, MINI felt their working relationship and ability to collaborate was well established. MINI felt the need to create a new advertising partnership with another firm prior to the end of the year, but felt the requirements for the partnership would be high due to the unique branding of MINI and the relationship of its owners with the brand.

BMW Purchases MINI

In order to become much more of an international competitor, while also developing a broader range of customers, BMW purchased the Rover and its brands, which included MINI. At the forefront, BMW looked to expand its market share without jeopardizing the BMW brand, or cannibalizing its own market. BMW, known as a luxury brand, could not continue to solely compete in its market and expect to gain additional revenues and chose a strategic path that would allow the organization to build upon an already established brand.

Selecting an Ad Agency

MINI realized that while establishing their new line of vehicles, and the niche vehicle the organization was launching, they required an advertising agency that would think outside of traditional advertising approaches. In doing so, MINI chose not to allow any large agencies to pitch their approach, focusing more on smaller firms with the ability to create and be innovative more easily. After a four month review, MINI chose to work with SRR as their primary agency, but also worked with another firm to establish their Internet technology strategy and customer relationship management duties.

The Customer Relationship

In creating the advertising and marketing strategy