No Small Achievement

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. J.-based car maker.

The review included Kirshenbaum Bond & Partners and sister Maxxcomm agency Margeotes|Fertitta + Partners, both New York. Richard Roth Associates in Chappaqua, N.Y., handled the search.

“We convinced BMW the brand is about exhilaration,” said shop president Jeff Hicks. “We re searched icon cars and presented the common routes leading to ‘icondom’—performance, shape, broad appeal.”

Maxxcomm has given CP+B the green light to up its account planning and media buying capacities, said shop chairman Chuck Porter. He suggested the win would speed CP+B’s growth to full-service agency status.

Jung von Matt in Hamburg, Germany, handles global marketing. in Boston does interactive.

Created in 1959 in Britain, the Mini was sold in the U.S. from 1960-67.