BMW Seeks Radical Relationship for Launch of Mini

BMW of North America has enlisted New York consultant Roth Associates to help find an agency for a “radical and unprecedented” relationship to help launch the Mini brand in the U.S., an executive for the brand said.

“This is not your run-of-the-mill agency search,” said Kerri Martin, the brand’s marketing communications manager. “Mini is a very special and authentic brand that deserves a nontraditional approach. We’re looking for more than just the standard agency relationship.”

The Woodcliff Lake, N.J., company expects to select an agency by the first quarter. The Mini is expected to launch in the first quarter of 2002.

BMW’s lead agencies, Fallon Minneapolis and Publicis in New York, are not affected by the review.