The agency won the brief after a four-way pitch against three agencies based abroad. The campaign will be the first work that WCRS has produced for BMW since the car manufacturer ended its 35-year relationship with the agency in June 2014 and handed its UK account to FCB Inferno. WCRS will create an integrated campaign that will include TV, online, outdoor, social and digital activity. The work will run in the UK, France, Germany, Italy, Ireland, China, Japan and the US. MINI does not retain a global agency.