Mini USA Picks Up Another Hottie

BSandS riding high in a Mini
If you read all the way to the bottom of this NY Times article on Butler Shine & Stern’s Mini Cooper account win, you will find this nugget.

Ms. Hardy and Mr. McDowell (Mini USA marketing execs) notified Butler, Shine’s employees that they won the review in a nontraditional way: A bulldog was sent into the agency’s office, wearing a collar decorated with clues to the decision written on replicas of California vanity license plates.
Some of the clues: “W8ZOVR,” for “Wait’s over”; “GR8JOB,” for “Great job”; and “RURED E,” for “Are you ready?” – to take on the account. The final mock license plate invited the agency’s employees to join the Mini USA executives at a nearby restaurant for a party.
“The dog was great,” Greg Stern, chief executive at Butler, Shine, said in a brief telephone call from the restaurant. “Very creative, and very surprising.”

After being left at the prom by the prettiest agency in class, it looks like Mini wants to prove they’re a fun client to work with.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Interesting–the Times article says Mini spends about $40 million a year on ads. Adweek and Ad Age both say it’s about a $25 million account. That’s a huge discrepancy. Is Mini planning to cut its future budget? Is focusing on Internet and non-traditional ad methods just less costly?