Mini Asia calls pitch after GOVT resigns as agency-of-record

Automobile brand Mini has called a pitch for a creative agency in Singapore following the resignation of independent agency GOVT in April.

The BMW-owned brand awarded GOVT the creative account covering Singapore last April, although it was initially reported that the agency won it for the markets Vietnam, the Philippines, Brunei, Sri Lanka, New Caledonia and Tahiti.

The agency has now decided to resign the account due to “creative differences” following an end-of-year review.

GOVT said in a statement: “[The resignation] was cordial. We met them in person to confirm it two months ago. The reason was difference in the creative expectations of the work.”

The agency’s managing director Leon Lai elaborated on the subject on Mumbrella Asia’s comment thread following a recent interview with the agency. He said: “It was a great account, with great potential, but sometimes, like any relationship, things don’t work out.

“No one is at fault here. It is an open secret that a pitch is going on. Whoever wins, I hope the brand will get the recognition it deserves. We have nothing but good things to say about the account, and it was a great one year working on it.”

Mini’s parent company BMW confirmed that the pitch is in its “very early stages”. The company did not disclose further details related to the agencies involved and when the pitch was likely to be concluded.


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