MINI Asia hands creative duties back to Kinetic Singapore

MINI Asia has re-appointed Kinetic Singapore to handle its creative duties for a period of two years, with the option to extend for another year. A closed pitch for the account was held in June, after the incumbent, GOVT Singapore, resigned citing “creative differences”.

In a statement to Marketing, a spokesperson for MINI said Kinetic Singapore was chosen because of its strong understanding of the MINI brand, team chemistry and their unique ideas on how the company can truly connect with its customers in the market. The agency began working with MINI Asia in September 2017.

“We are excited to be working with Kinetic Singapore once again. MINI Asia evaluated both large and boutique agencies for this pitch and the Kinetic team came up on top across all categories. We look forward to building on our existing relationship with the team to take our customer engagement to a new level," Nancy Hoffmann, MINI marketing manager, MINI Asia, said.

"We have been working on the account for six years, one of the longest retainers. We are very happy to have gotten them back officially, and the win was even sweeter as it was done by the team while I was away on sabbatical. I am very proud of them," Carolyn Teo, co-founder of Kinetic Singapore, told Marketing.

Last month, Performance Motors Limited appointed Leo Burnett Singapore as its creative agency for a period of one year. Moving forward, the agency will support PML and BMW Asia in creating local campaigns around launches and special events. This follows the appointment of the agency for regional creative duties in July for a period of three years.

During the same period, news broke that Sonja Piontek, director of marketing at BMW Asia, is leaving the company and will be replaced by Brenda Pek as of 1 October 2017. Pek was most recently responsible for network development for BMW Asia.