BMW’s Mini USA Launches Regional Media Review to Consolidate 127 Dealerships With One Agency

The brand's Tier 2 account used to be handled by various shops

UM has been BMW’s media agency of record since 2009 and added Mini following a 2016 review. MINI USA
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Mini USA, a BMW-owned brand, confirmed to Adweek that it launched a regional media review to be handled by the Burnett Collective. The review focuses on the retail communications of its 127 dealerships in America.

A Mini USA spokesman said the review will not affect IPG Mediabrands’ UM, which is the auto brand’s national lead media agency for brand and product advertising. The representative declined to comment further.

The Burnett Collective did not return a request for comment, and an UM spokesman claimed to be unaware of the review.

UM has been BMW’s media agency of record since 2009 and added Mini following a 2016 review.

A person close to the matter told Adweek the review is part of an effort to consolidate Mini’s Tier 2 division, which encompasses its four U.S. regions—east, west, north and south—with one agency. Those regions were previously assigned to individual agencies.

The anonymous source said Mini will be reviewing its digital business in these regions as well.

In April, independent Crossmedia was named agency of record for Mini’s west region media account. The person said Crossmedia’s portion is in review, too. It’s unclear if Crossmedia is competing for the entire Tier 2 division as the agency deferred comment to the client.

A few sources told Adweek the review is still in the early stages, so it’s unlikely that all involved agencies have been invited to pitch.

According to Kantar Media, Mini spent $24.5 million on advertising in the U.S. last year, down from $35.6 million in 2016.

Mini named Pereira & O’Dell creative agency of record in September, following a review in which its longtime AOR BSSP declined to pitch. At that time, 360i was also chosen as a lead agency to handle digital and social media work for the brand.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
Publish date: May 31, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT