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MINI China forms partnership with Anomaly Shanghai

BEIJINGMINI China has appointed Anomaly Shanghai as its agency of record, responsible for developing marketing strategy and communications across the product portfolio.

“We are excited to finally have a truly integrated marketing partner working with us to continue to build the MINI brand and business in China”, said Li Fan, MINI Senior Marketing Manager. “We were impressed by Anomaly’s ability to come up with a totally bespoke solution to our business challenges, that went way beyond advertising.”

Anomaly will be building a custom IP platform for MINI in China, as a means of connecting with the growing number of creative classes who may not yet know the brand or be in the market for a car. The long-term ambition is to create a self-sustaining platform that can continuously publish original content and further bolster MINI’s credibility as a premium, design-led brand.


In the coming months, Anomaly will be building a team of people, drawing key members from an editorial and content background.

“At Anomaly, we believe in doing whatever is necessary to solve the business challenges that our clients face” said Eric Lee, Partner and CEO at Anomaly Shanghai. “In the case of MINI, that meant creating a completely new way of working, and as such we are currently seeking an even more diverse set of skills to complement our team. We are excited about this next step in MINI – and Anomaly’s future.”

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