Iris lands integrated Mini ad account

Mini, the BMW-owned car marque, has consolidated its integrated account into Iris.

Mini... has appointed Iris
Mini... has appointed Iris

The win unites the £6 million advertising account previously handled by WCRS with the direct marketing business that was overseen by Lida. 

Iris won the business following a pitch process co-ordinated by the AAR. Other agencies involved include paired shops Dare and Elvis, Profero and EMO, and The Corner and An Abundance. WCRS repitched as part of a wider Engine Group offer. Lida had been knocked out of the process at an earlier stage as part of the M&C Saatchi Group.

RFIs were initially issued to agencies in July but the pitch process was put back by a month in September.

Recent advertising for the brand includes WCRS’ "mini orchestra" film that celebrated the Olympic Games by bringing together the London Philarmonic Orchestra to play God Save the Queen using car horns.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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