Mini USA keeps Peppercomm as AOR

WOODCLIFF LAKE, NJ: Auto Mini U.S.A. selected Peppercomm as the US AOR after issuing a RFP earlier this year.

Peppercomms responsibilities include supporting corporate communications for all aspects of the brand in the United States. The firm works on consumer communications and offers advice on internal and external communications, primarily on editorial media, said Andrew Cutler, corporate communications manager at Mini USA, who added that the company will also work on executive communications, dealership issues, and the full scope of everything that goes through my virtual office.

However, Peppercomm will not be helping the biennial event of Minis owners, Mini Takes the States, a summer gathering for American customers this year. The firm supported the last four iterations of the event, which has been postponed until next summer due to the COVID-19 pandemic.

Mini continues to serve cars, using remote vehicle pickup and delivery, trying to streamline renewals and online rental sales, and offers customers flexibility and flexibility in case-by-case payments. case, said Cutler. Mini is also asking Peppercomm to support its electric vehicle program and the new models and special editions it plans to roll out this year.

Peppercomm has a core team of five staff led by senior vice president and auto and transportation specialist Rob Duda on the account, according to an agency spokesperson.

Cutler declined to reveal the financial details of the account, which is a multi-year agreement with an option to extend it. The automaker released the RFP earlier this year. Several agencies were invited and the finalists were Peppercomm, Shift Communications and Berk Communications. Cutler said it informed the three stores of the Minis decision last week.

[It was] a very disappointing loss for us, but we fully respect Andrews’ decision, said Rick Murray, managing partner of Shift. He was incredibly generous with his time and comments throughout the process. I’m really proud of the team and I think we shared with them and I wouldn’t have done anything different if I had the opportunity.

A Berk representative could not be reached for comment.

Mini chose to invite the boutique agencies to the account review, said Cutler.

We weren’t looking for big agencies, he said. It was more [about] creativity and their agility and speed.

[Berk and Shift] were very competitive and both were very impressive in terms of the creativity and strength they brought to the table. [They] has come up with unique ways to combine paid social media engagement to boost editorial coverage, added Cutler. Some other ideas have been put forward to leverage the power of entertainment and celebrity networks to advance the needle from an editorial perspective.

Although he pointed out that the review was competitive, Cutler said that Peppercomms’ experience with Mini initiatives, such as its electric vehicle, was difficult for other stores to overcome, as were concerns about creating a new agency during the COVID-19 pandemic.

It’s always a difficult thing, said Cutler. In a pandemic or any other challenge, it is always difficult to change course.

Peppercomm won the Minis AOR activity in 2013 during a competitive examination.

Peppercomms revenue increased 2.27% to $ 9 million last year, according to PRWeeks agency activity report. The agency Hot Paper Lantern left Peppercomm in 2018.

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