Droga5 London Wins MINI Electric Global Account

Droga5 London has been appointed to MINI Electric’s global advertising account, following a five-way competitive pitch organised by The Observatory GE. 

The agency has been briefed on a three-year assignment to develop a clear positioning for MINI Electric as the BMW-owned car marque works towards launching its first all-electric vehicle.  

The task is to develop the communication campaign that leads to the official car launch in 2020. 

Bill Scott, CEO of Droga5 London, said: “With all the changes happening in the automotive industry, MINI Electric will be an important step for the brand’s vision to grow its global relevance and future proof the marque. Fittingly, this is one of the most innovation-led comms opportunities we’ve been tasked with to date."