MINI
BUTLER, SHINE, STERN & PAR TNERS
John Butler Exec. Creative Dir.
Mike Shine Exec. Creative Dir.
Steve Mapp Assoc. Creative Dir.
Chris Cardinal Group Bus. Dir.
Traci Hill Assoc. Strategy Dir.
Lyle Yetman Assoc. Creative Dir.
Mike Hughes Sr. Art Dir.
Alex Lind Bdcst. Dir.
Lori Pisani Acct. Dir.
Adrienne Cummins Dir.-Bdcst. Production
ZUG. THE OTHER MINI
By 2008, the Mini Cooper, while iconic and endearing, was
becoming far less edgy, especially in cities where you might see 20
or more in a day. The launch of the Clubman model, a stretched-out
version of the sedan, was key to reinvigorating the Mini brand with
trendsetters. The Clubman needed to be positioned as outside the
mainstream – odd, enigmatic, even polarizing. It was given its own
philosophy, called Zug, to establish it as the other Mini. During launch,
the Clubman wait list grew to over four months and the Mini brand
experienced 40%-plus growth.
BMW
Helen Limpitlaw
Patrick McKenna
Jack Pitney
Ken Bracht
Natl. Mktg. Mgr.
Dir.-Mktg. Comm.
VP-Mktg.
Media Mgr.
GSD&M IDEA CITY
David Matathia
Sabrina Jumper
Carmen Graf
Jay Russell
Coley Platt
David Crawford
DOTGLU
FEDERATED MEDIA
VP-Idea Team Dir.
Media Super.
Sr. VP-Group Media Dir. & Dir.
-Consumer Connections
Group Creative Dir.
VP-Acct. Dir.
Sr. VP-Group Creative Dir.
THE ALL-NEW BMW 1 SERIES: PURE BMW
The U.S. introduction of the revolutionary 1 Series gave BMW the
opportunity to become accessible to a younger audience, making
them early loyalists and life-long brand advocates. Through the use
of audience-appropriate social networking, print partnerships and
a celebration of the Year One of the 1, the campaign idea of
“Pure BMW” brought to life the idea that the 1 Series is distilled yet
never reduced. The 1 Series arrived in the U.S. greeted by tens of
thousands of interested buyers and breaking sales goals during
the launch phase.
