Mini Asia on the hunt for new agency as it parts ways with GOVT

Mini Asia, a subsidiary of BMW, has called for a creative agency pitch in Singapore after the incumbent, GOVT Singapore, resigned citing "creative differences". Leon Lai, managing director, GOVT, confirmed that the agency is no longer working with MINI since 30 April 2017.BMW Asia confirmed that a closed pitch for a creative agency in Singapore has just begun. Marketing has reached out to BMW for more details. Meanwhile, BMW as well is involved in a creative pitch which is being handled by R3. Marketing understands that it is currently in the final stages with procurement handling the costing.Last year, Mini Asia appointed GOVT Singapore as its creative agency following a multi-stage pitch process. The incumbent then was Kinetic Singapore."It is an open secret that a pitch is going on. Whoever wins, I hope the brand will get the recognition it deserves. We have nothing but good things to say about the account, and it was a great 1 year working on it," he added. Lai declined to comment further.