TBWA has won the 5m account for car breakdown group Green Flag.
The agency beat competition from Young & Rubicam and direct marketing agency WWAV Rapp Collins for the business in the final round of pitches. The O’Connell Partnership and Evans Hunt Scott had been dropped from the shortlist earlier.
The company’s former agency was Leeds-based Advertising Principles.
A spokesman for Green Flag says the choice of agency is in line with the growing ambition of the company.
He says: “This takes the branding process to the next stage, which is important in a mature market. The other reason we picked a large agency is because we want to use TV and press to accelerate performance.”
The company’s marketing budget has increased to 10m this year, from 8.5m in 1996.
Green Flag’s sponsorship of the England Football team, over several seasons, has successfully increased national awareness of the company’s brand.