Mini USA Completes Its Ad Review

Incumbent retains business after pitch

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The skeptics were right.

Months after several agencies declined an opportunity to pitch Mini Cooper's U.S. advertising account—thinking that incumbent Butler, Shine, Stern & Partners was a lock to retain the business—the marketer has re-upped with the Sausalito, Calif.-based shop.

Butler, Shine, however, had to sing for its supper. Mini USA called a review, hired search consultant Hasan + Co., and invited outside shops Bartle Bogle Hegarty, The Via Agency and Fitzgerald + Co. to compete against the incumbent.

The review came after a period of exceptional sales growth for the brand. What's

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