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


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