Mini picks lead global creative agency

LONDON - Mini has appointed the Amsterdam-based BSUR as its lead global creative agency after a pitch against 180 Amsterdam and KesselsKramer.

Mini…appointed the agency Be As You Are
Mini…appointed the agency Be As You Are

The first stage of the pitch saw four undisclosed London agencies and four Amsterdam-based shops compete for a place on the shortlist.

BSUR has been briefed to create global brand campaigns for Mini that will be adapted by the car-maker's roster of agencies in local markets.

In the past, Mini has apportioned global ad briefs on a project-by-project basis.

WCRS has created the majority of Mini's recent global campaigns, including last year's "ban boredom" ads. It will continue to work on the local advertising business, alongside other roster agencies.