MINI China hands BBH lead creative agency seat

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 1 January 2022, taking over from incumbent agency Anomaly Shanghai. MINI China inked five-year contract with BBH China.

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.

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, added: “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.”

Currently, Ng is splitting her time between China and Singapore to take on the role of BBH Singapore's chairperson, following the departure of CEO John Hadfield. Ng was a co-founder of the BBH China business which, in her time first as MD, then as CEO, spending over 15 years there. With over two decades of BBH experience, the role sees Ng  returning to her roots as she was part of the original leadership team that launched the agency in Singapore 25 years ago. 

BBH global CEO Neil Munn said Ng is one of its most important and long-standing black sheep. Her extensive experience of growing the agency in Asia will now be channelled into BBH's next phase of development in Singapore. "When you add Ng’s wisdom and connectivity to the dynamism of our core leadership team I am sure we are in for a brilliant ride, creatively and commercially," Munn added.

BBH China is part of Publicis Groupe.

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