Red Driving School appoints Arena BLM to media account

The Red Driving School has hired Arena BLM, the Havas-owned media buying and planning agency, following a two-way pitch.

Red Driving School, the national franchise and the UK’s largest trainer of driving instructors, appointed Arena BLM to build the school’s brand and reputation with an integrated online and traditional media strategy.

The brief also includes promoting Red’s training academy, which teaches people to become instructors. DRTV, natural search, paid-search and digital feature heavily in the activity as primary drivers for recruiting new instructors.

Henry Daglish, joint managing director of Arena BLM, says: “Red Driving School is a fast-growing franchise looking to reinforce its position as the UK’s leading driver academy. Our creative and performance-led multi-channel media approach will leverage the brand’s top reputation and amplify its market-leading driver initiatives.”

Private equity firm Kelso Place is the new parent company of driving instructor business Red Driving School. It bought the company out of administration last month when its former owner LGV collapsed.

Last year, rival BSM looked to persuade young people that learning to drive is an affordable and accessible option, with a new marketing drive and brand refresh.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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