TCP Jakarta named as creative AOR for MINI Indonesia following five way local agency pitch


Picmini3.jpgThe Campaign Palace Jakarta has been named as the creative agency of record for MINI Indonesia after a pitch against 4 local creative agencies.

The agency will create campaigns for all MINI models available in Indonesia – including the MINI John Cooper Works – as well as any future new model launches.

This is the first time that MINI has appointed a creative agency. It follows the launch of the iconic MINI brand in Indonesia by BMW Group Indonesia in July 2011 at the Indonesia International Motor Show. All MINI models can now be purchased in Indonesia via the MINI Exclusive Partner, PT. Maxindo International Nusantara Indah.

The Campaign Palace Jakarta will also be supporting Maxindo as part of its creative duties in regards to the overall stewardship of the MINI brand.

Commenting on the win, Adam Lau, general manager, The Campaign Palace Jakarta said: “MINI is fun, cheeky and creative; and is the epitome of a brand that challenges convention. The Campaign Palace Jakarta prides itself as fun and creative boutique challenger agency for challenger brands like MINI. This is the perfect partnership!”


Kevin Le, executive creative director, Y&R Group Indonesia said: “MINI is a brand every creative would give all 22 fingers and toes to work on. And the client team is just fantastic to work with! Fingers and toes crossed, we can deliver great work on this iconic brand and help sell many cars.”

Commenting on the new partnership, Ramesh Divyanathan, president director of BMW Group Indonesia said: “We are excited with the appointment of The Campaign Palace. They showed great understanding of the MINI brand and of the Indonesian market. These are crucial elements as we are still in the initial stages of establishing MINI in Indonesia.”


Y&R launched The Campaign Palace Jakarta as a boutique sister agency in October 2011 to further strengthen its integrated offering to clients across Asia. This is the second major new business win for the agency since its launch, following its win of the regional Sony Handycam account, announced in November 2011.