A Rare Independent Global Network with Profound Automotive Expertise
In a strategic move that underscores the evolving landscape of automotive advertising, Mini has appointed German independent agency Jung Von Matt to oversee its global creative account.
The decision follows a competitive pitch and marks a significant reunion between the two brands, having previously collaborated in 2000 and again from 2015 to 2021.
The appointment was part of Mini’s routine creative review process, which regularly assesses agency partnerships at the conclusion of existing contracts.
Jung Von Matt takes over from New York-based agency Anomaly, which had held the account in recent years.
Jung Von Matt, renowned for its ability to blend bold creativity with strategic execution, won Mini over with what the brand described as its ‘international orientation’ and ‘profound expertise’ in the automotive space.
The agency’s London and Zurich offices will spearhead the account, with an international team poised to develop fresh, innovative campaigns that align with Mini’s global ambitions.
“We are a rare combination, a global network that is still independent. We put together a truly international team for this, proudly led from London and Zurich,” said Jung Von Matt Managing Director, Rob Conibear.
Unleashing Ambitious Creative Campaigns
Mini’s decision to return to Jung Von Matt suggests a strong creative synergy between the two companies.
Their past collaborations have yielded standout campaigns, and this latest appointment signals Mini’s intent to leverage Jung Von Matt’s creative prowess in an increasingly competitive and digital-first automotive market.
“This is huge, and we can’t wait to get started,” said Jung Von Matt Executive Creative Directors Charlie Hurst and Marcos Gemal, hinting at ambitious creative plans.
With automotive brands facing shifting consumer expectations and the accelerating transition to electric vehicles, Mini’s brand storytelling is more crucial than ever.
Jung Von Matt’s international reach, combined with its independent creative spirit, positions it uniquely to craft campaigns that resonate across diverse markets while maintaining Mini’s signature playfulness and innovation.
As Mini steers into this new creative era, industry watchers will be eager to see how Jung Von Matt reinvents the brand’s global narrative.
If history is any indication, expect bold ideas, compelling storytelling, and a renewed energy in Mini’s marketing approach.
Stay tuned as we track the next chapter in Mini’s creative journey.
