BSSP (formerly Butler, Shine, Stern & Partners) has terminated its contract with Mini, effectively resigning the account it led for more than a decade. An unusual policy within the procurement department of the client’s parent company, BMW in Germany, requires Mini to launch agency reviews every four years. BSSP negotiated to extend that to six years, but the policy, along with a series of cost-cutting and consolidation moves on the client side, led to what BSSP chief creative officer John Butler called “a difficult decision.”

1. NEW BUSINESS PITCH
March 2017

2. NAME BRAND PITCH TYPE
Creative
MARKET DATE
The Data You Need to Win This Pitch
DESCRIPTION
BSSP (formerly Butler, Shine, Stern & Partners) has terminated its contract with Mini, effectively resigning the account it led for more than a decade.
An unusual policy within the procurement department of the client’s parent company, BMW in Germany, requires Mini to launch agency reviews every
four years. BSSP negotiated to extend that to six years, but the policy, along with a series of cost-cutting and consolidation moves on the client side, led
to what BSSP chief creative officer John Butler called “a difficult decision.”
Mini breaks with
BSSP, launches new
agency review
th
Global March 20 , 2016

3. Client Profile / Market
Mini (stylised as MINI) is a British automotive marque owned by BMW which
specialises in small cars.
The original Mini was a line of iconic British small cars manufactured by the
British Motor Corporation, and its successors, from 1959 until 2000. Their
models included the Morris Mini-Minor and the Austin Seven, the
Countryman, Moke, 1275GT and Clubman.[4] Performance versions of these
models used the name Cooper, due to a partnership with racing legend John
Cooper. The original two-door Mini continued in production until 2000.
Development of a successor began in 1995 and the new generation car was
launched in 2001. The current Mini range includes the
Hardtop/Hatch/Convertible (three-door hatchback), Clubman (estate),
Countryman (five-door crossover), Coupe/Roadster and Paceman
(three-door crossover based on the Countryman).
COMPANY BACKGROUND
MAIN COMPETITORS
2014 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
-
-
-
-
-
-
FINANCIAL OVERVIEW
- Source: AccessConfidential.com -
Mr. Lee Nadler
lee.nadler@miniusa.com
Marketing Communications Manager
And Launch Manager
Mr. Tom Noble
tom@miniusa.com
Department Head,
Marketing
DECISION MAKERS by

4. U.S. Automotive Market
17.5 Million
IN 2015
UNITS SOLD
SALES UNITS
0.4%
GROWTH
• • •
AUTOMOTIVE
3%
INDUSTRY
WEIGHT ON GDP
• • •
• • •
990,700
PEOPLE EMPLOYED IN THE
AUTOMOTIVE INDUSTRY
• • •
• • •
• • •
• • •
14,463,570
AUTO REGISTERED
CALIFORNIA WAS THE
STATE WITH MOST AUTO
REGISTRATIONS IN 2015

5. Automotive Market Share in the US
Subaru (3.44%)
Kia (3.62%)
Hyundai (4.34%)
Nissan (8.76%)
Honda (9.17%)
FCA (12.56%)
GM (17.03%)
Ford (14.64%)
Volkswagen (2.98%)

6. Fast Food industry in numbersSales by Segment
Compact (29%)
Mid Size (28%)
Sub Compact Car (5%)
Large (20%)
Luxury (13%)
Van (5%)
VEHICLE SEGMENTS IN US
CLASS CAPACITY IN CUBIC FEET (liters)
Subcompact Car
Compact Car
Midsize Car
Large Car
85-99-9 (2407-2831)
100-109.9 (2832-3114)
110-119.9 (3115-3397)
= 120 (3398)
BMW AND DAIMLER DOMINATE THE LUXURY SEGMENT
Daimler
18.4%
BMW
16.8%
GM
14.4%
Toyota
13.9%
Audi
8.0%
41%
luxury vehicles sold in
2016 were bought by
women

7. Fast Food industry in numbersWhat Consumers Want in Their Cars
Have researched
the technology they
want before they
visit a dealership.
56%
Say getting the right
technology
is more important than
getting an exterior color
that they prefer.
61%
Say the right technology
is more important
than either the brand of
car or body style
48%70%
Would consider
paying more for
Driver-assist
technology.
2x
More likely to purchase
advanced safety features
than non-parents
PARENTS: Safety First
3x
More likely to own a vehicle
with autonomous features.
• • •

8. Fast Food industry in numbersMINI
MINI USA SALES
52,030
UNITS SOLD
TOTAL
11.1 %
BMW Group Market Share
2%
MINI USA PRE-OWNED SALES
28,663
UNITS SOLD
TOTAL
6.9 %

9. MINI’S Marketing
MINI FOCUSES ON VIRTUAL REALITY
The VR initiative aims at helping consumers
understand the brand better. Mini opted to focus
more on storytelling and good content.
TARGETING THE CREATIVE CLASS
Mini’s desire to experiment and innovate within
different mobile-first marketing mediums is a bid
to connect with the brand’s target audience,
referred to as the aspirational creative class.
GE and Mini transported New York Times
subscribers into fully immersive brand experiences
as sponsors of the publication’s first virtual reality
(VR) film, which was released via smartphone app.
VR proved to be a hit for Mini, which optimized its
content in a way that resulted in 4.2 million total
views of its two VR films.
BMW GROUP
TOTAL ADVERTISING
SPENDING 2015
$ 314.1 MILLION
• • •
BMW GROUP
MEASURED MEDIA
SPENDING 2015
$ 185 MILLION

10. Fast Food industry in numbersMINI’S Current Audience
SEE THE FULL PROFILE
MALES
68.6 %
45-54 YEARS OLD
21.5 %
WITHOUT CHILDREN
77.7 %
TOP PSYCHOGRAPHICS
ART APPRECIATORS TRAVELERSTECHIES

11. QUICK DEFINITION:
Affluent Creative Millennials
Affluent Creative Millennials are Generation Y
consumers with a household income greater than or
equal to $100k per year.
This demographic is highly attuned to arts and design.
25%
50%
0
75%
13-17 18-24 25-34 35-44 45-54 55-64
52%
FEMALE
27%
In a Relationship
68%
WITHOUT
CHILDREN
PARTY
GOERS
1.84 x
READERS
2.62 x
TECHIES
1.71 x
NERDS
1.57 x
AFFLUENT
CREATIVE
MILLENNIALS
• • •
•••

12. 65%
Affluent Creative
Millennials
Compare the Affluent Creative Millennials
Demographic with Mini’s Audience
Minis audience overlaps
with our Affluent Creative
Millennials demographic
by 65% on:
Top Personality Traits, Art,
Readings and Technology.

13. AFFLUENT CREATIVE MILLENNIALS:
PERSONALITY
Mini’s audience enjoys
exploring new places and
innovative ideas, over
indexing on “inventive and
curious” personality trait.
On the contrary of Affluent
Creative Millennials, they
don’t stand out as solitary
and reserved but tend to be
more Outgoing & Energetic.
MINI’S
AUDIENCE CROSSOVERS
People who are open to experiences are
intellectually curious, original, creative and
innovative. They enjoy exploring new places
and novel ideas.
SOLITARY AND RESERVED
1.21x
Introverts tend to become tired in company,
preferring to socialize with a few close friends
rather than large groups of people. Interacting with
people often enervates them, and they may or may
not experience social anxiety. Some introverts
prefer to communicate via written communication
rather than through phone or video chat, but when
they need to focus, silence is golden.
SEE THEIR FULL PERSONALITY PROFILE
INVENTIVE AND CURIOUS
1.30x

14. MINI’S
AUDIENCE CROSSOVERS
AFFLUENT CREATIVE MILLENNIALS:
ART
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TOP CULTURE & EDUCATION MAGAZINES
TOP GALLERIES
Mini’s audience is
interested in Arts and
Design but prefers other
galleries and artists.
Their favorite museums are
Centre Pompidou and the
Harley-Davidson Museum.
Among their favorite artists
we can find illustrators like
Sandra Dieckmann and
Kerby Rosanes, creator of
Sketchy Stories.
Interestingly, while the two
groups favorite artists
differ, all are surrealists.
TOP ARTISTS
Pat Perry Art
Marco Mazzoni
Alex Pardee Art
Gallery Nucleus
Museum of the Moving
Image
VMFA Virginia Museum
of Fine Arts
# NAME PENETRATION REACH AFFINITY
1 Nowness 5.86% 0.55% 9.06x
2 Brit + Co 2.29% 0.55% 3.54x
3 TED 2.10% 3.86% 3.25x

15. MINI’S
AUDIENCE CROSSOVERS
AFFLUENT CREATIVE MILLENNIALS:
READINGS
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SEE MORE
Mini fans and Affluent
Creative Millennials enjoy
their gossip and
entertainment magazines,
comic books, and stay up
to date on the latest news
through newspapers and
news magazines.
But, unlike Affluent Creative
Millennials, Mini’s audience
can’t be defined as
Bookworms.
TOP CULTURE WEBSITES
Haruki Murakami
Chuck Palahniuk
Andrea Gibson
Janet Mock
Junot Diaz
TOP READING LIFESTYLE
Gossipers
Comic Book Readers
Bookworms
TOP CULTURE & EDUCATION TV CHANNELS
# NAME PENETRATION REACH AFFINITY
1 BBC Earth 1.98% 1.49% 3.06x
2 Arte 1.88% 0.03% 2.90x
3 Discovery Life Channel 1.52% 0.09% 2.35x

16. MINI’S
AUDIENCE CROSSOVERS
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SEE MORE SEE MORE
TECH-SPLORERS
2.42x
New technologies are a real passion
for them and they will be the first ones
to try new devices. They spend a lot of
time reading about technological
innovations and are always up to date
with the latest news.
Technology is highly
attractive for Mini’s
audience.
They share the same
pioneer spirit as Affluent
Creative Millennials.
On their phones, they have a
lot of navigation and travel
apps, and also make
extensive use of music
streaming and
entertainment apps.
TOP APP GENRES
Finance and Business
Food and Drink
News
Navigation
Travel
AFFLUENT CREATIVE MILLENNIALS:
TECHNOLOGY

17. CONSUMER
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