Evolved MINI from an iconic brand into a global digital player—leading campaign strategy, aligning international teams, and launching new platforms in over 100 markets.
Introduction
Transforming a legacy brand into a global digital-first experience.
MINI had a bold identity and a loyal following, but that wasn’t enough to stay competitive. The brand needed to evolve. This meant moving beyond car launches into new spaces like electric mobility, urban design, and culture. The challenge was pushing MINI forward without losing what made it iconic, and doing it in a way that could scale across 100+ markets.
At Wunderman Thompson, I led MINI’s global account across Berlin, Munich, and Buenos Aires. I owned strategy, client partnerships, team coordination, content delivery, and campaign execution. My role was to make sure everything held together—from big idea to global rollout—so the brand could grow consistently, not just creatively.
We didn’t just ship campaigns. We built the systems that made global delivery work.
I brought more structure to how we worked, introducing playbooks, streamlining delivery, and helping teams collaborate better across timezones. I led the account management team, and the workflows we built were adopted by other global client teams across the agency, including Microsoft, Bayer, and Nivea. They helped teams move faster, align more easily, and deliver with more consistency across markets.
Highlights
MINI Electric Launch
MINI’s first electric car needed more than a standard product launch—it needed to make a statement. I led the campaign from strategy to rollout, with global premieres in Rotterdam, Shanghai, and New York. The campaign celebrated the MINI spirit while introducing a bold shift toward electric mobility and urban innovation. We created a connected digital ecosystem, activated over 50 influencers, and delivered across channels in more than 100 markets. The result: MINI’s most successful launch to date, with over 45,000 pre-orders in just a few weeks.
Assets
150+
Formats
500+
Organic Impressions
17 Million+
MINI LIVING
MINI wasn’t just rethinking cars. They were reimagining how we live. I led digital strategy and content for MINI LIVING, a platform exploring the future of urban spaces. We launched an air-purifying home in Milan, a stacked micro-neighborhood in Beijing, and a rooftop co-working cabin in Los Angeles. I drove creative, strategy, and production to roll out original content, launch their Instagram presence, and position MINI as a credible voice in design and sustainability. The work earned global recognition and reached new audiences far beyond automotive.
A/D/O Brooklyn
To connect MINI with the creative community, we needed something that made people look twice. I led the campaign for Spirit of the City, an immersive light-and-mirror installation by United Visual Artists at A/D/O, MINI’s creative co-working space in Brooklyn. I led concept development, content creation, and the full digital rollout, partnering closely with local teams and agency partners. The experience pulsed with New York’s energy, drew thousands during NYCxDesign, and was featured in publications such as Wallpaper, Dezeen, and Ignant.
Testimonials
“Shermaine quickly grasped complex challenges, brought systematic thinking and strong organisational skills, and energised the team—even under intense workloads and tight deadlines. She worked seamlessly with clients and senior leaders, showing confidence, clear communication, and strong negotiation skills. Her work was marked by clear structure, strategic planning, and reliable execution.”
Anke Peters, Global Client Lead & Managing Partner
Wunderman Thompson
“We developed campaign strategies successfully, and rolled out campaigns on a global scale. Shermaine shines out of the crowd! She handles her business professionally, is very confident in multitasking, an absolute go-to person, and knows exactly what her expertise lies in. She makes the difference as she not only consults but also takes the function as an interfacing counterpart for multiple internal and external stakeholders.”
Antonella Granatella—Digital Campaign Manager
MINI