• by Steve McClellan  @mp_mcclellan, September 26, 2017

Mini USA has appointed San Francisco-based Pereira & O’Dell to be the car brand’s new creative agency. And New York-based 360i will lead the client’s digital, social media and CRM with support from sibling Merkle.  

The selections came after a formal review and all three agency partners will utilize New York City-based teams to support the new account.

Butler Shine Stern & Partners was the creative incumbent but did not defend.

The brand spends close to $30 million a year on ads according to Kantar Media.

“The world has changed dramatically since we last reviewed our agency partners,” stated Patrick McKenna, department head, Mini brand communications. “Our new agencies demonstrated throughout the pitch process that they are incredibly talented, creative, highly collaborative organizations that are built for today’s consumer landscape.”

The new contract with Pereira & O’Dell, 360i and Merkle will begin on October 1, 2017. Mini USA indicated that it plans to share a glimpse of the new creative campaign later this year in support of a planned sales initiative.  A new and more robust campaign will launch next year.

 Interpublic media agency UM will continue to serve as Mini’s media planning and buying agency through an existing contract.