Demographica wins MINI account

Posted: April 20, 2015

Media release

20 April 2015

Johannesburg: Bespoke Direct Marketing Agency Demographica has been appointed as the CRM and Direct Marketing Agency for MINI South Africa following an industry-wide competitive pitch process.

MINI is a unique global brand that speaks directly to its drivers’ sense of individuality and creativity. Warren Moss, founder of Demographica, says that his team understand and value the ethos of the brand. “MINI is more than a car brand, it is a lifestyle. People don’t say I bought or sold my car, they say, I bought a MINI. It’s about people and we are in the business of understanding those people individually.”

Moss says that the brand’s distinctive identity and brand love globally, make it a sought after brand with which to work. “The brand personality and tonality allow for so many creative angles. It is the ultimate brand for a fearless agency”

Kabelo Rabotho, General Manager of MINI South Africa, is looking forward to working with Demographica. “MINI leads the way in making every car individual and personal. It is regarded as a person – a friend – all over the world and that is perhaps the brand’s most valuable asset. Therefore, it is important that we continue to gain valuable insight into how each MINI driver interprets the brand and their cars. This is why we have partnered with Demographica, to help us gain more insight into how our customers make MINI a way of life.”


For any queries regarding this press release:


Founder of Demographica.

Warren Moss

Tel: +27 11 447 373
Mobile: +27 82 468 3304

Ms Thando Pato
Manager: Product Communications (MINI, BMW I and BMW Motorrad)
Group Communications and Public Affairs Division (AK-1-A0-ZA)
BMW Group South Africa )Pty) Ltd
Tel: +27 12 522 2070
Mobile: +27 72 232 5624



From entrepreneurial beginnings, Demographica’s business started by pioneering email and SMS advertising in Africa and has continued to grow to become South Africa’s premier big data driven Direct Marketing Agency.

Demographica only takes on clients that are serious about appointing a Direct Marketing Agency that takes responsibility for delivering measurable Return on Investment (ROI) which is driven by anthropological research and world class creativity.

Today, Demographica’s head office is in the leafy suburb of Illovo, Johannesburg

Demographica is an independent, privately held company.