v VOLKSWAGEN NAMES CRISPIN PORTER AGENCY OF RECORD
Crispin Resigns BMW Mini Account
VW HIRES MINI COOPER EXEC FOR NEW MARKETING POST
Kerri Martin Helped Reintroduce BMW Brand in U.S.
The automaker declined to comment.
All three of the finalists for the $24 million account were independent agencies. The others were Mother and Strawberry Frog, both New York.
The agencies made their presentations earlier this week.
Incumbent Crispin Porter & Bogusky, Miami, had handled Mini since 2001. It resigned the account in September for Volkswagen of America’s $340-million U.S. VW brand account. Crispin, which relaunched Mini in the U.S., assumed VW’s account Dec. 5. The agency followed its former Mini client, Kerri Martin, to VW -- Ms. Martin was recently named director of brand innovation at the automaker.
Hasan & Co., Raleigh. N.C., was Mini’s review consultant.
Mini sold 38,384 cars in the U.S. through November vs. 32,222 for the same period a year ago, according Automotive News. It's not a large volume player in the U.S., nor does it spend as much on media as many of its automotive rivals, but it is a sought after brand in the agency world with a reputation for spawning award-winning creative.
Butler, Shine history
Independent Butler, Shine, Stern & Partners was founded by two former Goodby, Silverstein & Co. creatives 11 years ago. While the shop struggled following the dot-com bust, it used the downturn to purchase a number of ancillary shops, such as SF Interactive. It later added Gargantua Design and Influx, a strategic consulting agency.
Clients include Converse, Sun Microsystems and Lucas Arts. Its interactive division did work for Coke and Sprite. BSSP's recent campaign for Converse was centered on a Web contest where fans submitted short films about their attachment to the shoes.