GOVT Singapore Selected as MINI Asia’s Integrated Agency

GOVT Singapore is now MINI’s creative agency. They have been awarded the rights to manage MINI’s advertising and digital communication needs as the contract with Kinetic has ended.

Being selected by MINI is not easy. MINI Asia subjected multiple agencies to a rigorous and multi-stage pitch process. All participating agencies really gave it their best. The competition was tough. With MINI’s reputation as an advertising genius, it is definitely difficult to impress the company. Throughout the whole process, one agency was able to rise up to the challenge: GOVT Singapore.

The work of GOVT Singapore can speak for itself, especially in the local scene. Over the years, the agency was able to build a very decent reputation in building brands. They have very strong local insights that they use in their marketing strategies. This is what MINI wants to use as a leverage for the marketing efforts that will happen for the duration of their working relationship.

Peter Medalla, the Head of MINI Asia, said that they are confident in the selection of GOVT Singapore as their agency. They are expected to bring the brand’s marketing up to a whole new level. MINI Asia’s image will continue to be innovative and passionate. The region is about to see some creative ideas and concepts from GOVT Singapore that adheres to this strong brand philosophy.

MINI Asia extends their gratitude for all agencies who participated in the pitch process. They have put their best efforts and it was not an easy decision since a lot of other agencies also did very well.

Ms Irene Nikkein, Marketing Manager of MINI Asia also put out a great word for the agency that GOVT Singapore will be replacing. Kinetic has been wonderful to work with, she says. They have done exceptional marketing for MINI and they were completely dedicated to furthering the MINI brand philosophies. MINI wishes Kinetic all the best.