The brand MINI has placed its trust in us for many years, when it comes to effective, intelligent internationalisation. We are applying our specifically developed CSEU process in this connection: as the central management, creative, and implementation element for all MINI campaigns (twelve countries, eleven languages), we play a central role in the multi-channel marketing of this cult brand. With flexible performance initiatives, such as our “Always Ready” approach, introduced in 2020, we are enabling customized banner communication for MINI – 365 days a year and individually adapted to the requirements and particularities of the individual markets. Creation is handled both through integrated collaboration with creative agencies from Serviceplan’s House of Communication as well as in cooperation with external agencies. For instance, following the approach, we have implemented a Digital Boost campaign on the MINI Electric. In addition, we conduct various out-of-scope projects for MINI, such as the conception and production of pop-up stores or the creation, implementation, and management of seasonal campaigns (e.g. radio/print communication for Black Friday).