The account will be handled by Grow, a specialist division of Mindshare dedicated to working with high-growth, category innovators and “businesses of the future”.
Grow’s remit is to build on and accelerate performance through brand investment, moving beyond pay-per-click channels. It is hoped that this will enable Carwow to realise its ambition of becoming the UK’s number one car buying platform.
According to Carwow’s chief marketing officer, Phil Lloyd, Grow won through by putting performance, analytics and people at the heart of its pitch. It also has experience of working with founder-run, performance-driven, and ambitious companies.
Lloyd added: “We’re an ambitious business moving to the next phase of our growth. We required an agency partner that had a clear understanding of the start-up mentality, including the need to flex and work with us in the smartest, most agile way. The pitch was outstanding.
“We know agencies are all about the people, and the team at Grow are smart, collaborative, and frankly really nice. They tell us when we’re talking nonsense (in the nicest way). These reasons combined are why we chose Grow and can’t wait to get cracking with them.”
Grow chief planning officer and founder Alan Weetch added: “We love working with category-defining companies that are truly disrupting their industry. And it’s fair to say that with their customer-centric, convenient offering, Carwow is flipping the traditional car-buying model on its head, taking away the key pain points and making it a better experience for both customers and dealers.”
Carwow has also appointed TBWA\London as its creative and strategic agency.