BMW’s Mini Cooper Takes Taxi

01 March 2001

Taxi Advertising of Toronto has been appointed to handle the launch of BMW’s new Mini Cooper brand in Canada.

Twenty years have elapsed since the Mini – then owned by Britain's defunct Austin Rover Group – was last sold in Canada. In the interim the UK company, facing bankruptcy, was bought by BMW, which last year sold it back to its British management while retaining the Mini brand.

Says Manfred Braunl, marketing manager for BMW Canada: “The Mini is not as well known here as it is in Europe.” But Taxi president and creative director Paul Lavoie is unfazed at the prospect of an uphill struggle:” I think it's a killer fit and we're going to kick butt with this car,” he says doughtily.

Other Toronto shops battling for the Mini business were Grey Canada, agencythreepointzero and BMW Canada's agency of record, Cundari Integrated Advertising.

In the US, the Mini account was awarded last month to Crispin Porter & Bogusky of Miami [WAMN: 14-Feb-01]. Hamburg-based Jung von Matt is the lead global agency.

News source: Advertising Age - International Daily