Four agencies still in US race to take Mini Cooper for a spin


By Noel Young, Correspondent

March 10, 2012 | 2 min read

Mini Cooper is said to have narrowed its hunt for an agency in the brand's US review to a final four: Bartle Bogle Hegarty, The Via Agency, Fitzgerald + Co. and the incumbent Butler, Shine, Stern & Partners.

Mini: US sales soared last year

Mini Cooper executives have visited six shops. The agencies that did not go forward were Anomaly and McKinney, according to Adweek.

Final decisions are expected in May, after work sessions in April.

The business includes national, regional and dealer advertising, media planning and most media buying. Account revenue is around $5 million to $7 million.

Usually it's tough for an incumbent to keep the business. But Mini U.S. sales shone last year, up 26 percent to 57,511 cars .The search was mandated by the policies of Mini parent company BMW . Says Adweek, "As such, Butler, Shine is seen as the agency to beat."


Industry insights

View all
Add your own content +