The Auto Trader group of magazines has appointed Faulds Advertising to its upweighted &£5m account. The agency will create a “brand personality” for the company’s flagship title.
Jointly owned by Guardian Media Group and Hurst Publishing, the Auto Trader group comprises 13 regional editions of its flagship used-car title plus others, including Top Marques, Bike Trader, Boats and Planes for Sale.
Faulds pitched against Abbott Mead Vickers.BBDO shop The Open Agency and BCMB of Manchester. Incumbent Orpheus did not repitch.
Orpheus launched a &£2.5m “new look” campaign for Auto Trader magazine and Internet site earlier this year. The spend through Faulds will double as Auto Trader looks to become the first choice of media for used-car buyers and sellers nationwide.
The magazines face tough competition from rival titles such as Exchange & Mart, local press and free sheets.
Auto Trader group marketing director Matt Thompson says: “Large chunks of the market do not understand our offer. The personality of the brand needs to catch up with what we can offer.”
A TV, cinema, radio, press and below-the-line campaign will break in October or November followed by a new year blitz.