BMW awards Leo Burnett its Mini business in Japan

German carmaker BMW has appointed Beacon/Leo Burnett to handle advertising for its Mini brand in Japan.

The announcement: 

(Tokyo: 6 May 2012) Beacon/Leo Burnett Tokyo has been appointed by BMW Group Japan as the creative agency for MINI in Japan, effective 1st of July 2013, taking over from incumbent agency Frontage.

Commenting about the appointment, Andreas Wecke, MINI Director, MINI Japan said, “We are pleased to announce Beacon as the new lead agency for MINI Japan. Beacon’s creativity, know-how and process capability – paired with a great MINI spirit – will support us to continue the success story of MINI, the most exciting premium compact car in the world. We look forward to a long relationship.”

The win will see Beacon creating local strategies and creative work to cover all channels, with their first major campaign to hit market in the second half of the year.

“We are thrilled about our new partnership with MINI but we are even more excited about the opportunity to grow the brand for and with them. We will use the entire creative potential of Beacon/Leo Burnett to help MINI fulfil its great ambitions and inspire business solutions our new client needs to win in the Japanese market,” said Jarek Ziebinski, President, Leo Burnett Asia Pacific.

Nicolas Menat, President of Beacon/Leo Burnett Tokyo said, “MINI is an iconic brand, a world-class brand that has an insatiable appetite for creativity. We are delighted to have this opportunity to work with people who passionately believe in the power of ideas; it will give our team many opportunities to express our HumanKind way of working and to develop best creative work, bar none. We are looking forward to a long and productive relationship together.”

With over 90% of cars sold in Japan being domestic brands, MINI remains a challenger. However with 2012 marking their 10th birthday in the country, they are also experiencing double digit growth as brand desire amongst local consumers who are looking more and more for affordable luxury with premium quality.

Source: press release


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