BMW fires starting gun on Mini DM review

Mini: BMW calls DM review
Mini: BMW calls DM review

Mini, the BMW-owned car brand, is reviewing its direct marketing account.

The review, which is statutory, is being conducted in-house. A number of agencies have been approached.

The account, which includes DM and eCRM, is currently overseen by Lida. WCRS, which handles Mini’s advertising business, is unaffected by the review.

Lida has handled Mini’s DM business since 2005, when it won the account from EHS 4D. In 2010, it also picked up Mini’s eCRM account.

The agency was behind Mini’s most recent press and online campaign, which targeted people’s subconscious.

The ads featured an outline of a Mini appearing in unlikely places, such as in jam on a piece of toast. The dedicated online landing page featured a Mini shape appearing in a constellation in the sky, while online ads produced the pattern on the side of a fish in a tank. The work used the strapline: "Mini on your mind?"

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Marketing Manager Up to £30,000 per annum Alexandra Palace Trading, London (Central), London (Greater)
  • Digital Operations Executive £25,000 to £28,000 Tottenham Hotspur Football Club, London (Greater)
  • Head of Marketing Up to £55,000 + Car Allowance + Bonus + Private Health Care sk:n Clinics, Edgbaston, Birmingham, West Midlands

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1