MINI China appoints BBH China as integrated creative and marketing communication agency

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MINI China appoints BBH China as integrated creative and marketing communication agency

MINI China, part of BMW Group, has officially appointed BBH China as its lead integrated creative and marketing communication agency after a competitive pitch. BBH China will begin the partnership from January 1st 2022, taking over from incumbent agency Anomaly Shanghai.


The Chinese automotive market is rapidly evolving, as a premium compact vehicle in the Chinese market, MINI is keeping up the pace to explore more opportunities and unlock new growth. As the future strategic and creative partners of MINI China, BBH China will work closely with the Clients to develop and craft their business, marketing, and communication strategies across MINI’s product portfolio, including origination of creative work across all channels. All in service to support MINI China’s growth ambitions.

MINI China has inked a 5-year contract with BBH China.

Kelly Pon, Chief Creative Officer of BBH China, said: “We’re thrilled to be working with MINI China, an iconic brand steeped in heritage and personality that is much-loved by all. It’s a brand that’s been doing great work and we are looking forward to working with the MINI team and leveraging our partners within the Publicis family to take the brand to the next level.”

Christine Ng, CEO of BBH China and Chairperson of BBH Singapore, said: “MINI China is a brand with solid product and reputation in the market. We are grateful to have the opportunity to partner with them to break new ground for the brand and the business in our journey ahead.”

BBH China is part of Publicis Groupe, and is a world-class business reputed to have propelled creative to the global stage. BBH China has won numerous creative, strategy and company awards, with highlights being awarded as creative agency with highest client satisfaction by R3, the only agency to have won this recognition three times.