Mini-Branded Eatery Is a Big Deal in Paris†

Restaurant Named After BMW Model Wins Over Upscale Diners by Finding Unique Location and Limiting References to the Car

Advertising Age, November 19, 2007 — Once you accept that star chefs are brands in their own right, it follows that many of the best restaurants in Paris are heavily branded. Gourmets flock to establishments such as Guy Savoy, La Table de Joël Robuchon, Alain Ducasse au Plaza Athénée and Senderens (named after another Alain)...But an upscale restaurant named after an automobile?

Digital Marketing Leads The Charge†

Adweek, March 19, 2007 — It seems like only yesterday that interactive specialists were being invited to ride along when marketers and their agencies worked on upcoming campaigns. Now, digital marketing is moving from the back of the bus into the driver's seat as more brands place digital components—including online contests, Webisodes and user-generated content—in the lead position of their marketing.

Mini Builds Expansive Campaign Around Quirky Webisodes†

'Hammer & Coop' Blitz Covers Traditional, Nontraditional Landscapes

Advertising Age, February 20, 2007 — Taking a lesson from parent BMW, Mini USA is introducing a series of online short films that track the adventures of a character named Hammer and his sidekick Coop, a Brit-speaking Mini.

Billboards That Know You by Name

New York Times, January 29, 2007 — Each day, it seems, marketers go further in their quest to deliver messages so engaging and personalized that one cannot help feeling special. The latest step will be seen today in four cities when Mini USA begins delivering custom messages to Mini Cooper owners on digital signs the company calls “talking” billboards.

How Consumers Help Build A Brand's DNA†

Adweek, January 29, 2007 — When your marketing asks consumers to share what they think about your brand, you better be ready to change it in ways you hadn't counted on. Tweaking products to make them more usable isn't only for the clever folks in R&D anymore. I

Letting Consumers Control Marketing: Priceless

New York Times, October 9, 2006 — REMEMBER the old advertising slogan, “Let Hertz put you in the driver’s seat”? Marketers of all sorts are now being urged to give up the steering wheel to a new breed of consumers who want more control over the ways products are peddled to them.

James McDowell, Manging Director, MINI USA, BMW of North America

ANA Marketing Maestros, October 6, 2006 — James L. McDowell told us the story of the MINI – one of the most important products for BMW.  He starts out by asking how many in the audience have a friend with a MINI, where about 1/3 of the crowd raises their hands.  He tells us that the MINI has actually been around since the 50’s – starting with the Austin 850