The brief, which is being handled by the AAR, will cover all cars in the Mini range and comes as the brand shifts its focus towards a more experiential advertising approach.
At present, Mini's advertising roster incorporates a number of agencies, including Lida, Profero and WCRS. The project is understood not to affect relationships with any of the incumbent agencies, although it is not known whether roster agencies will be asked to pitch for the business.
Mini has a history of experiential marketing campaigns. In 2006, the brand built a hospitality barge and set up a giant Mini Space Invaders game outside the entrance of the London Motor Show.
It also ran a "Mini adventure" campaign alongside the digital campaign of the same name created by Profero. The brand tour a number of major venues across Britain, setting up special events and allowing the public to test drive cars from the Mini range.
The experiential push saw Mini customise a number of cars into other modes of transport, including ice-cream vans and London black cabs.