Agencies line up for Mini digital review

BMW Mini has kicked off a hunt for a digital agency to handle online brand advertising for its range of cars.

The review, which is being handled by the AAR, signals the brand's intent to make online a more important part of its marketing mix. The pitch involves an undisclosed number of agencies, all with strong creative credentials.

WCRS's digital division, Meme, has produced online campaigns in support of above-the-line work in the past, but is not thought to be involved in this pitch.

The review does not affect the car-maker's relationship with Lida, the DM arm of M&C Saatchi, which produces websites and online customer communications as part of the DM brief it won in March 2005.

Mini has a history of online campaigns. In 2004, WCRS created a spoof blog written by a British engineer, Dr Colin Mayhew, which described how he had converted a Mini Cooper into a biped robot.

More recently, Meme has produced a series of Big Brother-themed virals and an online campaign explaining how to spot a fake Mini.