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BMW's Mini USA Launches Regional Media Review to Consolidate 127 Dealerships With One Agency

The brand's Tier 2 account used to be handled by various shops

UM has been BMW’s media agency of record since 2009 and added Mini following a 2016 review.MINI USA
Lindsay
By Lindsay Rittenhouse

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Mini USA, a BMW-owned brand, confirmed to Adweek that it launched a regional media review to be handled by the Burnett Collective. The review focuses on the retail communications of its 127 dealerships in America.

A Mini USA spokesman said the review will not affect IPG Mediabrands’ UM, which is the auto brand’s national lead media agency for brand and product advertising. The representative declined to comment further.

The Burnett Collective did not return a request for comment, and an UM spokesman claimed to be unaware of the review.

UM has been BMW’s media agency of record since 2009 and added Mini following a 2016 review.

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Lindsay

Lindsay Rittenhouse

Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.

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