ASIA-PACIFIC – JAKARTA, INDONESIA, JANUARY 13, 2012: The Campaign Palace Jakarta, Y&R’s boutique sister agency, beat four rivals for MINI Indonesia’s agency of record assignment, its first such appointment in the market.
Launched in Indonesia last year, the BMW-owned marque’s brief covers all existing models including the MINI John Cooper Works and future models. The agency’s remit also extends to support PT. Maxindo International Nusantara Indah, MINI’s exclusive partner in Indonesia.
“MINI is fun, cheeky and creative; and is the epitome of a brand that challenges convention. The Campaign Palace Jakarta prides itself as a fun and creative boutique challenger agency for challenger brands like MINI. This is the perfect partnership!” said Adam Lau, the agency’s general manage.
“(The Campaign Palace) showed great understanding of the MINI brand and of the Indonesian market. These are crucial elements as we are still in the initial stages of establishing MINI in Indonesia,” said Ramesh Divyanathan, president director of BMW Group Indonesia.
