26 October 2000

BMW’s North American unit has begun a quest for an agency to handle the launch of its Mini brand in the US.

The Mini, a common sight in Europe, will be re-introduced into the American market in 2002.

However, already ruled out of the running is Fallon, whose Minneapolis shop handles BMW’s North American business. Mini’s Karen Vonder Meulen announced that the car would be “a separate brand within a brand”, thereby excluding the agency.

The review is being undertaken with New York’s Chappaqua, and a decision is slated for early 2001. Spending has not been revealed.

News source: New York Times