Autotrader hires agency to drive new advertising blitz

Autotrader is overhauling its advertising and marketing strategy with the appointment of a Leeds-based IMA as lead creative agency, following a four-way competitive pitch process.

The agency, which also has offices in Manchester, London, New York, Sydney, Gibraltar and Cape Town, has been tasked with building a distinctive and enduring brand platform in an increasingly crowded automotive market.

IMA was launched in 1988, originally to service the big fashion directories emerging in Leeds at the time. It now offers paid, owned, earned media, strategy, brand consultancy, packaging, creative production, full studio, DX and HX.

For Autotrader, the agency will now lead on brand strategy and creative development, working in closely with media agency TSW and other partners with the aim of bringing a fresh, unified energy to the brand.

Founded in the 1977 as a magazine, Autotrader has evolved into a leading digital platform, connecting of buyers and sellers every month. The company claims to have more than 2 million monthly visits to its new car platform, and around 6.5 million daily new car searches. However, it is facing stiff competition from the likes of Motorway, Cinch, Cazoo, CarGurus and TrueCar.

The firm also owns and operates AutoTraderClassics.com, an online marketplace of classic, antique, and specialty automobiles.

Autotrader head of brand Rox Nejad commented: “Culture is incredibly important to us, and IMA stood out straight away as the kind of people we want to build a partnership with. This alignment, along with their undeniable creative and strategic strength are just what we need to take the brand to new and exciting places.”

“With momentum on their side and a powerhouse team of partners around them, IMA is set to drive the Autotrader brand into an exciting new era.”

IMA managing director Alex Uprichard added: “Winning this pitch is a huge moment for us – not just because of the opportunity to help shape the future of the UK’s most recognisable tech brand, but because of the instant chemistry we felt with the Autotrader team.

“From day one, it felt like a natural fit. Our shared energy, ambition, and belief in the power of integrated thinking made this a perfect match.”