No Small Achievement

ATLANTA-Crispin Porter + Bo gusky will position BMW’s new Mini as an auto enthusiast’s icon, much like Harley-Davidson motorcycles.

The Miami shop last week won the Mini’s $40 million creative and media planning account by positioning the Mini as comparable to the classic Mustang or Porsche 911, sources said. Plastering every car in the agency parking lot with a “For Sale” sign when the client arrived in Miami didn’t hurt the agency’s case either.

“In a crowded marketplace, Cris pin convinced us they could make our marketing dollars count by presenting creative that went beyond ads, to public relations, gear...

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