The account is Peppercomm's first agency of record assignment with a car brand, which partner Maggie O'Neill called a milestone for the New York-based independent firm. Peppercomm has hired Weber Shandwick account director Rob Duda to work on-site at MINI's Woodcliff Lake, N.J., headquarters.
Product publicity, trade show support, new model launches, as well as brand and marketing campaigns are covered in the agency of record mandate.
Independent Peppercomm bested two other agencies to nab the account.
MINI communications manager Nathalie Bauters said Peppercom was an ideal fit for a brand "that prides itself on being both quirky and the right choice for car buyers who want to express their individuality and personal flair."
Peppercomm is signed through December 2016.
The carmaker, acquired by BMW in 1994, reported its best month ever for U.S. sales in June with 6,571 cars sold, up 9.6%.
A Michigan MINI dealer is aiming to break a world record Aug. 3 with a parade of more than 1,451 MINI cars in that state.
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