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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 and other brand experiences,” said Kerri Martin, marketing manager for the Woodcliff Lake, N.
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