BMW Seeks Radical Relationship for Launch of Mini

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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.,



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