February 13, 2006
And MINI goes to…
After a two-month pitch bootcamp, in which Strawberry Frog, Mother and Venables Bell were contenders. Venables Bell quit after the bootcamp.
What was more interesting was the rigorous selection process which began with getting on board “Raleigh (N.C.)-based consultant Hasan Ramusevic, who handles a dozen ad agency searches a year. Ramusevic began with 50 candidates; MINI whittled them down to eight, inviting them to answer long questionnaires and visit headquarters. Of those, four were selected for a rigorous tryout process that would last two months.” Read about it here.
It’d be a tough act to step into CPB’s shoes. And it’s much harder to maintain a brand than the initial big bang launch. It’ll be interesting to see what BSSP does to grow the MINI brand.
Isnt it funny how we’re the only ones to spell MINI in all caps, like it should be?
Posted by: jimmy at February 21, 2006 11:31 PM