Butler Shine Stern & Partners has resigned as U.S. advertising agency for BMW's Mini brand, a move that comes ahead of the automaker's upcoming creative review.
BSSP, which participated in the last review and retained the business, has "initiated the termination clause in its contract" ahead of another anticipated review, according to a statement from the agency last week. During the most recent review in 2012, BSSP was up against three other agencies in the pitch.
It held the account for more than 11 years.
The statement said that BMW's "aggressive cost-cutting and procurement-mandated reviews," as well as the consolidation of the media business for both BMW and Mini under Interpublic Group's UM, which led to "reduction in staffing," have "all contributed to the financial challenges of managing the business profitably."
"This has been a difficult decision for the agency. Over the years, we have created great work with the talented team at Mini," said John Butler, chief creative officer at BSSP, in a statement. "It's unusual to have such an extended relationship with a client. We appreciate that opportunity."
Mariella Kapsaskis, Mini communications manager for BMW North America, said in a statement that Mini USA is initiating a creative agency review. She also stated that BSSP decided not to participate in the review and has resigned the business.
"We respect their decision and appreciate their great work and partnership over the past 11 years," she said.