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ATLANTA-Crispin Porter + Bogusky will position BMW’snew Mini subcompact as anenthusiast’s icon, much like a Harley-Davidson motorcycle.
The Miami shop won the estimated $40 million car account after a review that included Kirshenbaum Bond & Partners and sister Maxcomm agency Margeotes/Fertitta + Partners, both in New York.
Richard Roth Associates in Chappaqua, N.Y., conducted the review, which began last fall with 20 contenders.
CP+B, by all accounts, won the business by positioning the Mini not as a utilitarian vehicle like the VW “Bug,” but as an automotive icon comparable to the Mustang or Porsche 911.
“We helped BMW understand the Mini couldn’t take over an automotive category,” said CP+B president Jeff Hicks.
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