The BMW Group Japan has picked Beacon/Leo Burnett Tokyo to serve as the creative agency for MINI in Japan, taking over from current agency Frontage, beginning July 1, 2013. Beacon is tasked to craft strategies and creative work for all channels, and their first major campaign is slated to debut in the second half of 2013.
Andreas Wecke, MINI Director, MINI Japan said that Beacon’s creativity, process capability and know-how would support them to continue MINI’s success story.
Jarek Ziebinski, President, Leo Burnett Asia Pacific, said that Leo Burnett was to leverage its entire creative potential to help MINI meet its goals and spark development of the business solutions it needs to thrive in the Japanese market.
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