Performance PR has been hired to position the Mini as a driver's car and will target men's magazines and the motoring press.
Incumbent agency Ptarmigan Consultants ceased to handle the account at the end of last year.
'We want to stress that this is a car to buy for performance, not just for getting from A to B,' said Performance director Charlie Raincock.
The agency, which is working on a project basis, plans to invite journalists to drive the car in unusual and exotic locations.
It will focus on communicating the car's ride and handling over its cosmetic appeal. 'Underneath the style and image, there's fundamental engineering that makes the Mini a great and fun car to drive,' said BMW corporate comms manager Mark Harrison.
Performance won the account following its work with Mini's tuning kit provider John Cooper Works. It has promoted the John Cooper Challenge motorsport series since 2003.