BOSTON BSUR, an independent agency in Amsterdam, the Netherlands, said it has been hired by BMW’s Mini to develop international campaigns following a review.
The Observatory in Hamburg, Germany, and London managed a review for the assignment, which does not have an impact on Mini’s local agencies. (In the U.S., the car brand is handled by Butler, Shine, Stern & Partners in Sausalito, Calif. That shop in March launched a push for BMW’s Cabrio convertible.)
Abroad, WCRS had handled most of Mini’s efforts, including last year’s high-profile efforts to “Ban boredom.”
BSUR said in a statement: “We are very proud to welcome this iconic brand at such a beautiful moment in its rich history. Mini kicked off it’s 50th anniversary celebrations [recently] with 20,000 Mini fans from all over the world at the Silverstone Racing Circuit in the United Kingdom.”
Spending on the assignment was not disclosed. The nameplate last year spent just over $20 million in U.S. major measured media, per Nielsen.
BSUR has handled online and offline creative efforts for brands such as Bacardi, Deloitte, Ernst & Young, Glaxo, Samsung and Wrangler, among others.