Reports are that Mini is searching for a global advertising agency.
Brand Republic reports that process is in its early stages, with a small number of London shops selected for credentials meetings.
Historically, Mini would work with a roster of agencies that would pitch global campaigns on a project-by-project basis. This new plan suggests that the winner of the review will create global brand campaigns that will be adapted by Mini's roster of agencies in local markets.
London agency WCRS has created the lion's share of Mini's recent global ad campaigns.
Emma Lowndes, the marketing manager for Mini UK, said: "We are looking at an international agency but we don't envisage it impacting local agencies at all. All commercial organisations need to take a look at new ways of doing things and it is our strategy to make sure we're doing the right thing for the brand."
