Mini puts digital task into Profero

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

The BMW-owned car manufacturer has parted ways with Glue less than two years after the agency created the first viral campaign for Mini, which played on the rise of 'metrosexual man'.

Profero will handle all the marque's digital activity, working alongside roster agencies WCRS and Vizeum.

Mini had worked with Glue since June 2006, when it appointed the agency as part of a strategy to increase its online adspend.

However, Glue has been in talks with rival car maker Toyota about securing a place on its agency roster, raising the prospect of a conflict of interest. 'We have split with Glue by mutual consent,' said a spokeswoman for Mini.