Copywriter, Journalist, and Content Coach

Insight: Mini Brand Launch

STEP inside design

This was one of the columns I wrote between 2003 and 2007 for STEP inside design. When the Mini Cooper came back out, BMW hired a little-known ad firm in Florida and gave them a tight budget. The agency came up with a strong personality for the brand and clever, lo-tech ways to promote it. They are no longer little-known.

Download column.