MINI China, part of BMW Group, has appointed BBH China as its lead integrated creative and marketing communication agency following a competitive pitch. BBH China will begin the 5-year partnership from January 1st, 2022, taking over from incumbent agency Anomaly Shanghai.
With the Chinese automotive market rapidly evolving, BBH China will work to develop and craft its business, marketing, and communication strategies across MINI’s product portfolio, including the origination of creative work across all channels. All in service to support MINI China’s growth ambitions.
“We’re thrilled to be working with MINI China, an iconic brand steeped in heritage and personality that is much-loved by all,” said Kelly Pon, Chief Creative Officer of BBH China.
“It’s a brand that’s been doing great work and we are looking forward to working with the MINI team and leveraging our partners within the Publicis family to take the brand to the next level.”
Christine Ng, CEO of BBH China and Chairperson of BBH Singapore, added: “MINI China is a brand with solid product and reputation in the market. We are grateful to have the opportunity to partner with them to break new ground for the brand and the business in our journey ahead.”