Mini Asia hands creative account back to Kinetic following GOVT resignation

German-owned automobile brand Mini has re-appointed Kinetic as its agency-of-record for Singapore following the resignation of GOVT earlier this year.

The BMW-owned brand had previously worked with the independent Kinetic for six years, before moving the creative account to rival independent GOVT in April 2016.

Speaking to Mumbrella Asia about the win, Kinetic co-founder Carolyn Teo said: “In the year we’ve not been working with Mini, it’s felt like there was something of a hole in the agency where they had been.

“It was a good time to win it back and win it back with a bang. We’re very excited about what we’re going to do for Mini again and with what we have got coming out.”

At the time of losing the account, Kinetic posted the following message on its Facebook page, graciously congratulating the new agency: “Thank you for the six years of an amazing collaboration Mini Asia. There was nothing we would have changed. Not a single thing. Some of our best works were created with you guys pushing us to reach a level we couldn’t have done without having the best partners.

“A pitch was inevitable under procurement rules and we lost. But we are happy and comforted to know a fellow local agency GOVT Singapore is now taking over the reins to continue creating amazing work. Good luck Guys. And can’t wait to see more creative projects coming from the brand.”

However, one year after its appointment, GOVT 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 said at the time: “It was a great account, with great potential, but sometimes, like any relationship, things don’t work out.”

Mini Asia confirmed it had handed Kinetic the retainer account for two years, with a review at the end of the first year. The agency will begin working with the brand this month.

Under Kinetic’s previous tenure, Mini launched a campaign rescuing drivers left stranded when their own cars broke down.

And in 2013, the agency also created this spot celebrating the birth of Prince George of Cambridge:


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