MINI’s CMO Jennifer Treiber-Ruckenbrod on Bold Branding, Diversity and Failure Culture

“If I have to ask for permission, then it’s not Mini."


In this episode, Verena Gründel speaks with Jennifer
Treiber-Ruckenbrod, Head of Brand & Marketing at Mini, about
what it means to lead a brand with courage in a highly regulated
and risk-averse automotive environment. 


Having worked across BMW, BMW Motorrad, Rolls-Royce, and now
Mini, Jennifer shares how she’s bringing back Mini’s challenger
spirit with creative risk-taking, campaigns that push boundaries,
and an authentic commitment to diversity.


One of the most vivid stories in the episode is the
guerrilla-style campaign involving British Airways. A bold
creative on a Mini Convertible, referencing “Britishness,” was
launched without any prior approval from the airline. The result?
They had to take the billboards down - but not before the
campaign sparked buzz, pride, and also applause internally. 


She reveals why Mini’s boldest moves come from staying true to
its DNA. The two talk about building a real culture of failure,
how AI plays a role in Mini’s transformation, and why great ideas
don’t come from permission but from passion.


Discover:




What happened when Mini spoofed British Airways without
asking




If “Don’t buy this car” might be Mini’s future slogan




How her team used AI for campaigns and learned to love it




Why trust, heritage and a clear brand core are the real
enablers of boldness




How Jennifer leads creative teams within a large corporation
without losing agility







Get inspired by Mini’s unapologetically bold marketing - and by
Jennifer’s fearless leadership.


And if you want to hear more from Jennifer: don’t miss her
keynote “CTRL+ALT+MINI” at the CMO Summit on September 18 at
10:35 AM at DMEXCO. Expect bold insights, fresh perspectives and
nothing ordinary:
https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0ODIyNQ==