BMW's Mini USA taps Peppercomm as AOR

NEW YORK: Mini USA has selected Peppercomm as its PR AOR after a competitive review.

NEW YORK: Mini USA has selected Peppercomm as its PR AOR after a competitive review.

Peppercomm, which will start work on the account on August 1, will manage product publicity, trade shows, new model launches, and brand and marketing initiatives for the independent BMW of North America brand. The contract will run through December 2016. The firm beat two other agencies in the review, but declined to name them.

Maggie O'Neill, partner and senior director at Peppercomm, said the firm will also support Mini's Not Normal campaign and promote activities such as the brand's Mini Takes the States rally.

Peppercomm is the brand's first US-based agency. Mini USA previously worked with UK-based PFPR Communications.

The agency will also collaborate with Mini's social media team and other agency partners to ensure all efforts are integrated, said O'Neill. Mini did not release its international roster of other firms. Last May, The New York Times reported that Beam Interactive handled digital, Universal McCann worked on media services, and Sanders Wingo handled multicultural marketing for the auto brand.

In addition to a team of four staffers across its New York and San Francisco offices, Peppercomm has hired Rob Duda as a director to work on-site at Mini's headquarters in Woodcliff, NJ. Duda previously worked at Weber Shandwick, according to his LinkedIn profile.

Mini USA is Peppercomm's first automotive brand.

“We really looked at this as ‘How can we be different in approaches and not as traditional-thinking as we have been in the past?' and I think and hope that's what will come out of what we work on going forward,” added O'Neill.

Representatives from Mini USA were not available for comment. Budget information was not disclosed.

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