GAGGI MEDIA WINS MINI ACCOUNT
By Adnews Staff
BMW Group Canada, based in Whitby, ON, has hired Gaggi Media Communications of Toronto to handle media planning and buying for its Mini brand. Gaggi was one of five agencies that made the shortlist in a formal review process which began in November, said Kevin Marcotte, corporate communications manager for BMW Canada. The incumbent firm on the account, The Media Company of Toronto, also participated. The other participants are unknown. The Media Company will continue to handle media planning and buying for the BMW brand. Advertising for Mini is done by Taxi of Toronto, while Cundari Integrated Advertising, also of Toronto, handles advertising for BMW. Marcotte said BMW Group felt it was time for a review, adding that separating the two brands had worked in the past from a creative standpoint.