Mini launches UK integrated review

Mini, the car brand owned by BMW, has called a review of its integrated ad account in the UK.

Mini: Iris is the incumbent
Mini: Iris is the incumbent

The business is currently held by Iris, which picked up the account more than three years ago. The agency will repitch.

AAR is handling the review, which covers CRM, digital and creative work.

Mini is holding chemistry meetings before Christmas and will compile a shortlist by mid-December. The brand expects to appoint an agency in March next year.

Last week, Campaign revealed that Mini has chosen WCRS to handle global activity for the launch of the new Mini Convertible. WCRS won the brief after a pitch against three overseas shops.

Mini does not retain a global agency and instead holds pitches for specific projects, such as international launches of car models.

In June, Crispin Porter & Bogusky London created online films for the roll-out of the Clubman model after winning a pitch against Mother and The Via Agency.

A spokesman for Mini said: "Mini has initiated a full review of our integrated communications agency support for 2016 as part of our regular review process. Selected agencies have been invited to provide credentials, including Iris, as the current communication agency."

BMW reported a 6.4 per cent rise in sales volumes for Mini in the third quarter.


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