BSM is looking to persuade young people that learning to drive is an affordable and accessible option, with a new marketing drive and brand refresh.
The driving school is updating its brand and materials to have a more youthful appeal ahead of its 100th anniversary in 2010.
It has hired TheAgency to lead advertising and branding creative work, which starts this week with a radio, press and digital campaign that uses the strapline “BSM: Because your success matters”.
TheAgency won the account, which is worth a total of £4m, in a pitch against three other agencies including former incumbent Balloon Dog.
It is briefed to achieve stand-out against national rivals the AA and Red Driving School in addition to grabbing market share from local independent instructors.