Mini Asia picks new creative partner

Mini Asia has appointed Govt Singapore as its creative agency. The appointment comes following a multi-stage pitch process. The incumbent is Kinetic.

The local agency will be managing Mini Asia's advertising and digital communication needs. It will handle the Singapore, Philippines and Vietnam markets and the appointment is for three years.

Peter Medalla, head of Mini Asia said: “Mini Asia has selected Govt to continue enhancing the Mini brand and taking it to the next level. Mini is known for being an innovative and passionate brand, and we look forward to seeing creative concepts and ideas from Govt that adhere to this same brand philosophy.”

Irene Nikkein, marketing manager of Mini Asia said: “Mini Asia would like to take this opportunity to thank Kinetic for the invaluable work they have done for us throughout the tenure of the relationship. The dedication and passion for the Mini brand is benchmark in the region. ”

Marketing has reached out to Mini for more comments.