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//RLA goes global with new BMW & MINI marketing programme


In 2014, missiontm Agency RLA was challenged by BMW and MINI to conceive and deliver a brand new global marketing programme called Partners in Quality. The Client needed a bespoke platform for the promotion and sale of its genuine car parts in countries around the world. The solution would need to work at a local level and facilitate the sale of original BMW and MINI parts to independent repairers, body shops as well as through national accounts. 


RLA used their “Thrive” portal platform to design a suite of digital tools and localised advertising support for BMW and MINI markets. This allowed dealers to maximise opportunities and increase profitability through their established sales partners.

RLA also created a series of integrated modules all of which were focussed on driving up sales. These included a live campaign builder, marketing asset manager, automated rewards programme and an iPad app for sales reps to use in the field.

The overall Partners in Quality solution also featured a strategic and operational marketing support service, promotional development, CRM management and events to enable every region to deliver consistent communications to their local target audiences.


The Partners in Quality programme is going live in the initial markets of Italy, Russia, UK, France, South Africa and Canada throughout 2015. The second phase will include, amongst others, USA, India, Singapore, Brazil and the Nordic nations taking the total global programme to 27 operational markets by the end of 2016.

RLA is part of The Mission Marketing Group plc (the missiontm), the marketing communications and advertising group including April Six, bigdog, Mongoose, Proof, Bray Leino, Robson Brown, Solaris, Speed, Splash, Story and ThinkBDW.