Mini kicks off direct marketing review

The BMW-owned small car brand Mini is talking to a number of agencies about its direct marketing account.

The business has been with EHS Brann since 2001, when the car relaunched with a basic version, a Mini Cooper and a Mini Cooper S. Earlier this year it added a Cabriolet.

The review, which is being handled by the AAR, is part of a statutory process, according to a spokeswoman for Mini. The above-the-line business, held by WCRS, is unaffected.

The decision to review the account reflects a change in strategy. Mini will set up a CRM programme, aimed at building a relationship with its large customer database, using data from its website.

EHS has also worked on substantial digital activity, including the creation of a website, www.mini.com.

The Mini website enables prospective customers to choose which model they would like to buy and to personalise their cars.

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