Motorway steers into new agency for expansion drive

Used-car marketplace Motorway, which claims to be the UK’s fastest growing second-hand motor business, has handed its advertising and marketing account to Uncommon following a competitive pitch process.

The agency has been briefed to focus on a revitalised brand platform and creative approach, delivering campaigns for the brand across the year to drive continued growth in line with the business’ ambitious plans.

Wonderhood Studios had worked on the business since its launch campaign in 2021, with media through MG OMD.

However, the campaign was eventually banned by the ad watchdog in November 2022, after the firm was forced to ditch its claim that customers “could get up to £1,000 more” by using its site rather than others, following a single complaint by rival We Buy Any Car.

Chief marketing officer Naomi Walkland, who joined Motorway from dating site Bumble in May, said: “Motorway has transformed the way people buy and sell cars online, bringing simplicity and clarity to a market that’s often overwhelming and hard to navigate.

“We’re focused on continuing to drive innovation and category leadership in exciting and talented studio and fully matched our ambition to grow the brand alongside demonstrating a good understanding of the business objectives.

“The team’s strategic thinking, creative approach and pure passion for the opportunity really impressed us and we’re excited to partner with them to help drive Motorway’s next stage of growth.”

Uncommon Creative Studio London chief creative officer Scott Dungate added: “We are so excited to work with Motorway in their mission to demystify the car market, with a product that provides so much ease, transparency and relief, to both dealer and seller.

“We look forward to telling this story and encourage people to try a better way to buy and sell their cars.”