Mini Consolidates Regional Tier 2 Media With Crossmedia

By Erik Oster 

BMW has expanded its relationship with Crossmedia for its Mini USA brand, with the media agency now handling all regional tier 2 advertising, effective as of next month.

The appointment follows a review launched in May which included finalists Empower, Merkle and Affnitiv. Crossmedia will be tasked with managing regional tier 2 advertising across four regions in the U.S. The first campaign led by Crossmedia will launch in March.

“We had some great agencies participate in the pitch for Mini’s Regional Tier 2 business, and each brought different perspectives,” Mini brand communications department head Patrick McKenna said in a statement. “Crossmedia ended up on top based on their media targeting approach, team dynamic, and campaign performance.”

“They”ve come up with innovative media solutions to find the right audience for our products while localizing our tactical Tier 2 messaging,” he added. “We look forward to expanding the partnership with them in 2019 across all of our regional teams.”

IPG’s Mediabrands will continue to act as media agency of record for Mini USA’s brand and product advertising. Pereira & O’Dell handles creative for the brand.