BMW has awarded the pounds 10 million national launch account for
its new Mini to WCRS without a pitch.
The car manufacturer cited WCRS’s proven track record in building the
BMW brand in the UK market as the reason for its appointment.
The new model is the first from BMW, which retained the rights to
produce it as a new product after it sold Rover Cars to Phoenix for
pounds 10 in May this year. Rover will continue to manufacture the
traditional Mini. MG, which is part of Rover, is handled by M&C
WCRS’s chief executive, Stephen Woodford, said: ’We’re delighted to have
the chance to create ads for what we hope will become as much a cult car
as the first Mini.’
Emma Scammell, the Mini marketing manager of BMW, added: ’WCRS’s
pedigree in highly distinctive car brands makes it ideally placed to
create a spectacular launch.’
Mini produced a spoof game show cinema ad last August through Ammirati
Puris Lintas which showed a woman looking at naked men and guessing what
car they drove.