Beacon/Leo Burnett Tokyo picks up creative duties on Mini Japan following pitch process

Beacon/Leo Burnett Tokyo has beaten several other Japanese agencies, including incumbent agency Frontage, to the MINI automotive business. The win will see Beacon creating local strategies and creative work to cover all channels, with their first major campaign to hit market in the second half of the year.

Commenting about the appointment, Andreas Wecke, MINI Director, MINI Japan said, “We are pleased to announce Beacon as the new lead agency for MINI Japan. Beacon’s creativity, know-how and process capability – paired with a great MINI spirit – will support us to continue the success story of MINI, the most exciting premium compact car in the world. We look forward to a long relationship.”

“We are thrilled about our new partnership with MINI but we are even more excited about the opportunity to grow the brand for and with them. We will use the entire creative potential of Beacon/Leo Burnett to help MINI fulfill its great ambitions and inspire business solutions our new client needs to win in the Japanese market,” said Jarek Ziebinski (pictured above), President, Leo Burnett Asia Pacific.