This week Mini USA announced that 360i will join its new agency team. In the new role, 360i will oversee all digital, social strategy and creative and customer relationship management.
The decision comes at a significant moment for the German auto-maker as it looks to take a more personalized marketing approach to promote its small-sized cars in today’s SUV-obsessed driving culture. Mini’s Brand Communications Head, Patrick McKenna told Ad Age, “The agency review process really brought together two excellent partners that really bring creativity and addressability together brilliantly.”
The review was highly competitive as Mini sought an agency partner with digital and creative prowess, capable of using first-party data for highly targeted and highly relevant messaging. Lee Maicon, Chief Strategy Officer at 360i, said, “MINI has always stood for innovation, and as such clearly believe that the future of marketing is at the intersection of creativity and addressability. Over the course of the last few months, we were excited to show a variety of ways 360i could help make the most of this future. We’re honored to have the opportunity to work with such a storied brand that we all personally know and love.”
Together, we’re looking forward to debuting a new creative campaign later this year in support of a Mini sales initiative, with a more robust campaign launching in 2018.