MullenLowe South Africa has won the above-the-line creative account for one of the world’s most iconic motor vehicles, MINI. The announcement comes following a five-way pitch process which started in June 2016 and sees MullenLowe also being entrusted with the brand’s social media accounts and activations.
MullenLowe is positioned as a creative company with a challenger attitude that is willing to take risks and underscores a key competitive advantage – harnessing the skills of multi-disciplined talent to create the best ideas – within their hyperbundled offering.
Sarah Dexter, Regional Planning Director for MullenLowe, says: “MullenLowe is a seamless fit with MINI. In many ways the agency is like the MINI of today – it is in tune with consumer requirements, small but big enough to make a difference, nimble, adaptable and packed full of creativity.”
The win means that MullenLowe will be delivering strategic and creative executions, social media management and activations for the brand for a period of three years. “We’re excited about having MullenLowe on board, we’re looking forward to working alongside the agency as a partner as we take the MINI brand to new heights. “ says Thilosh Moodally, Head of MINI South Africa.
Following a number of recent major account wins, the agency has proven that it is at the forefront of the South African advertising industry. Furthermore, its successes at recent APEX and Loeries awards programmes bear testament to not only its creative strengths, but the agency’s ability to deliver creative executions that are effective, significant and successful, whilst generating a substantial ROI for client.
“We are truly excited to have an automotive brand such as MINI within our portfolio of clients. The agency’s strategic business direction is moving towards partnering with brands that are innovative and inspirational, and the addition of a brand such as MINI reinforces this strategy,” says Dexter.
Anders Warming, former Head of MINI Design, notes that when you start a new painting, you are faced with a blank canvas which he defines as a decisive moment. He adds that designing a car is more than simply the initial sketch on a piece of paper – it’s just the first step in creating something that is going to remain. It is ultimately about thousands of elements which come together to create a lasting impression.
MullenLowe will approach the MINI brand in much the same light. Kirk Gainsford, Chief Creative Officer MullenLowe explains that the agency will creatively and strategically develop campaigns and executions that are composed of numerous elements, elements that will all come together to create something exceptional for the iconic brand. “Through strategic and creative excellence we look forward to being part of the team that drives the brand forward. Challenge accepted!” concludes Gainsford.
About MullenLowe Group
We are consistently ranked among the most awarded creative and effective agency networks in the world, and have topped the Effie Index as the most effective global network in terms of points per dollar revenue for the past 5 consecutive years.
MullenLowe Group is part of the Interpublic Group of Companies (NYSE: IPG).
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