Agencies are understood to be lining up to pitch for Mini’s direct marketing and eCRM account after the BMW-owned marque kicked off a review of the business, held by Lida since 2005.
The move comes just a week after Lida chief executive Mel Cruickshank resigned to become the boss of Wunderman UK; a post she will take up later this year.
Mini only completed a review of the account 30 months ago, in January 2010, which saw Lida fight off Partners Andrews Aldridge and Rapp to retain the DM brief and scoop the additional eCRM account. EHS Brann and Targetbase Claydon Heeley had been eliminated at an earlier stage.
The brand’s most recent campaign aimed to capitalise on the Queen’s Diamond Jubilee celebrations with an interactive Facebook app. Designed to play on the idea that Mini customers are, in fact, royalty to Mini and deserve a place in the spotlight, it offered followers the chance to wave from a specially designed ‘Royal Balcony’.
Lida was first appointed to handle the Mini direct marketing account in March 2005, following a pitch against the then incumbent EHS Brann.
Meanwhile, Profero London was recently reappointed to handle the digital account in the UK, while WCRS runs the advertising.
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