Mini plots digital overhaul with Anomaly in driving seat

Mini is planning to put digital marketing at the heart of its “customer first” product and brand communications with the appointment of Anomaly London to lead the BMW-owned brand’s international activity.

The agency takes over from Jung von Matt and WPP shop KKLD following a seven way tender process, which Mini bosses describe as “the most ambitious pitch ever in the history of the Mini brand”.

Anomaly will be responsible for the development of creative ideas, implementation of digital communication and the development of an “always-on” editorial approach for a new campaign which is due to launch next year, with a “special focus on rigorous and overarching storytelling”.

Accenture Interactive handles the global content business for both BMW and Mini brands across all digital channels, working side-by-side with the company’s digital teams, combining data, technology and creative services. The Brooklyn Brothers handles the Mini creative business in the UK.

Mini head of global brand management Sebastian Beuchel said: “Alongside its creative claim and international approach, the decisive factor in appointing this new lead agency was its strong digital focus.

“As far as we are concerned, ‘digital first’ primarily entails making ‘customer first’ a top priority. The customer is the focus of all our activities and we want to communicate with customers on the basis of their requirements and interests – wherever and whenever they want to.

“Anomaly London has given us a creative partner who is going to support us on our journey. At the same time, we would like to express our thanks to our long-time partners Jung von Matt and KKLD for the successful and good cooperation.”