BSM ads aim to give brand a youthful appearance

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here