BMW HAILS TAXI FOR MINI BRAND
By Adnews Staff
BMW Canada, based in Whitby, ON, has appointed Toronto-based Taxi Advertising & Design the advertising agency for its Mini brand. BMW acquired the 42-year-old brand from the Rover Group in 1994. Taxi had been shortlisted for the account with Grey Canada, Agencythreepointzero and Cundari Integrated Advertising, all of Toronto. Cundari's agency of record appointment for BMW Canada is not affected by Taxi's assignment. BMW will be launching the Mini Cooper and Mini Cooper S models in Canada during the first quarter of 2002. Julie Wells, corporate communications specialist for BMW Canada, said Taxi will be responsible for establishing and building the Mini brand in Canada. According to a report in the New York Times, Miami agency Crispin Porter & Bogusky has been hired to handle the brand in the U.S.