The BMW-owned marque is looking to hire an agency to create global ad campaigns. However, the review is not expected to affect incumbent UK above-the-line agency WCRS. The pitch process, which is being handled by The Observatory, is being run out of MINI's German offices.
In September, MINI launched an online ad campaign to reposition the MINI as cost- and fuel-efficient. Previously Mini had worked with digital agency Profero to promote itself as fun and adventurous, with the strapline 'Ban boredom'.
MINI is currently celebrating its 50th anniversary.
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