MINI appoints Anomaly London as its new inventive and digital company
MINI appoints Anomaly London to advance its international product and brand approach
The British premium car brand MINI will work with a new creative and digital lead agency from June 2020. Anomaly London The UK-based company has been appointed as a new partner for international product and brand communication.
The offer for this appointment was made in accordance with previous practice after the existing contracts expired. It was the most ambitious pitch in the history of the MINI brand. Seven international agencies took part in the tender.
"In addition to the creative standards and the international approach, the strong digital focus was the decisive factor for the appointment of this new lead agency," commented Sebastian Beuchel, Head of MINI Global Brand Management.
“For us,“ digital first ”primarily means that“ customer first ”has top priority. The customer is at the center of everything we do and we want to communicate with customers based on their needs and interests – wherever and whenever they want. Anomaly London has given us a creative partner who will support us on our journey, ”added Beuchel. "At the same time, we would like to thank our long-standing partners Jung von Matt and KKLD for the successful and good cooperation."
In 2021, MINI will launch a comprehensive, integrated brand and product campaign. Anomaly London's responsibilities include developing creative ideas, implementing digital communication and developing an editorial approach that is always up to date. A particular focus here will be on rigorous and comprehensive storytelling. In addition to international brand and product communication, other functions include the communicative improvement of the relationship between customer and brand.