Daily Archives: May 30, 2012


MINI USA keeps BSSP

BSSP MINI Work

We’ve posted about many BSSP ad campaigns for MINI USA over the years.  Butler, Shine, Stern & Partners have won many awards for their work for MINI USA including recent ad campaigns “MINI vs. Porsche”, “MINI Rocks the Rivals”, and “Motor-Tober”.  They will continue to create marketing campaigns for MINI USA.

Periodically MINI USA holds agency reviews due to BMW’s purchasing policy requirements.  Back in January, MINI USA released an RFP for most of its creative marketing work.  After a multi-stage review process, BSSP won the contract.

From MINI USA NEWS:

Woodcliff Lake, NJ – May 29, 2012…  MINI USA announced today that after a thorough RFP process, Butler, Shine, Stern and Partners (BSSP) from Sausalito, California has been named as the advertising agency of record for MINI brand and dealer co-op advertising in the U.S. BSSP has been responsible for MINI USA advertising since late 2005, and will continue to support the business moving forward through the duration of this new three-year contract.

“The pitch delivered by BSSP outlined clear strategic vision for MINI’s future growth, detailed consumer insights as well as an abundance of creative ideas,” said Tom Salkowsky, Manager – MINI USA Marketing. “BSSP demonstrated that while their team was the incumbent, they are far from complacent, and have the creative edge that we will need to move the MINI brand forward in an increasingly competitive segment.”

The new contract begins in June 2012, and extends for three years. It will include BSSP supporting MINI national brand creative, regional and dealer creative, as well as media planning and buying for both national and co-op advertising. The decision-making panel was comprised of representatives from MINI USA Marketing and a representative from the global MINI Marketing team, Purchasing, Sales and the MINI USA dealer network.

“This was an incredibly challenging brief and process as we were competing with a strong set of talented agencies,” said John Butler, Executive Creative Director at BSSP. “We are extremely proud to have successfully defended the MINI business, and we’re thrilled that we will have the opportunity to bring some of the agency’s new creative ideas to life over the coming years.”

MINI USA’s interactive work (MINI USA.com, MINI dealer websites and social media) is currently supported by BEAM Interactive in Boston, Massachusetts; and Sanders Wingo in Austin, Texas was appointed in September 2011 to support all the Multi cultural marketing activities.

Read BSSP’s reaction to the award in their blog post We retain MINI, and add global duties to boot (Get it?).

See many of the live action, video, and print ads by BSSP.