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==