Accounts

BSSP Resigns as Mini's Agency of Record After More Than a Decade

News follows client's cost-cutting measures

chrysler-mini-CONTENT-2017 — The agency won U.S. AOR duties in 2005 and a global remit in 2012.Mini

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BSSP (formerly Butler, Shine, Stern & Partners) has terminated its contract with Mini, effectively resigning the account it led for more than a decade.

An unusual policy within the procurement department of the client’s parent company, BMW in Germany, requires Mini to launch agency reviews every four years. BSSP negotiated to extend that to six years, but the policy, along with a series of cost-cutting and consolidation moves on the client side, led to what BSSP chief creative officer John Butler called “a difficult decision.”