The Week: Digital Reviews - Mini appoints Profero

Mini has consolidated its digital advertising account into Profero, bringing an end to its relationship with glue London.

The BMW-owned car manufacturer has parted company with glue less than two years after the agency created the first viral campaign for Mini, which claimed that men were no longer men due to the rise of the metrosexual. Profero will now handle all Mini's digital activity, working alongside existing roster agencies WCRS and Vizeum.