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Mini Appoints FCB Spain and China

Press Release - Madrid and Barcelona, 29 January 2018

After a contest that started in July 2017 and successfully overcoming different stages coordinated by Scopen, the alliance between CHINA and FCB agencies, has been the winner of the MINI contest.

In order to find the best integrated strategic partner, the MINI car brand has chosen CHINA and FCB from among five finalists. The collaboration that starts now will include all communication and advertising activities related to MINI brand, includes CRM, Digital, Social Media, After Sales and Dealers services.

These two agencies have collaborated before in the creation of the Levi's global relaunch campaign with the support of Spain and San Francisco offices implementing a new model of collaboration aimed at excellence in all specific areas of communication.

The CHINA and FCB work team for MINI will be led by Marta Aguirrezabal (Executive Partner), Maite Flores (Director of Client Services, FCB), Rafa Antón (Creative Partner and Executive Creative Director) and Manu López (Strategy Director, FCB).

Belén de Ancos, Brand Manager for MINI, says “We are very pleased with this new stage that we are about to start with CHINA and FCB convinced that we have the best team to successfully accomplish all the challenges of the brand in the coming years.”

Currently the brand works with Mr. Rushmore, La Despensa and Ogilvy and the new professional relationship with MINI begins in January.


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About FCB Spain

FCB Spain is the Madrid and Barcelona agency of global advertising network FCB. The network dates back to 1873, and now has 9,000 employees in 90 countries, with 39 at FCB Spain. Since 2004, FCB Spain is a national benchmark in the branded content market and transmedia storytelling and founding partner of the BCMA (Branded Content Marketing Association). In addition, FCB Spain CEO Pablo Muñoz is also the Executive Vice President of the aforementioned association. FCB Spain’s clients sit across industry sectors and currently include Leroy Merlin, NIVEA, Quirónsalud, Deutsche Bank and Mahou. FCB Spain received four Lions awards at Cannes International Festival of Creativity in the last five years; best campaign for Heineken at twitter Awards and most creative brand on Instagram by Facebook Creative Shop in 2015; and one silver for Heineken at The Lovie Award in 2016. FCB Spain has been selected top #2 creative agency in branded content by Scopen in 2017.

About China

CHINA is an advertising agency that began in early 2010 and that proposes to change the rules of the game in the relationship of advertizing agency with its simple motto "give us your problem and not your account." CHINA has a staff of 20 professionals and has already developed projects for advertisers such as Schweppes, Multiópticas, Ono, EVO, Volotea, Ambilamp, General Motors - Opel, Puig - Agatha Ruiz de la Prada, Toys'R'Us, Integra Foundation, Festival of Sitges, Equo and Community of Madrid. In addition to these projects for advertisers, CHINA has collaborated on several projects for other advertising agencies in Spain, Germany, Austria and Romania.