BSM moves creative account into TheAgency
Driving school BSM has appointed TheAgency to lead its creative account following a four-way pitch.
BSM is celebrating its 100 year anniversary in 2010 and claims it is investing £4m into its brand to reinforce its position as market leader.
TheAgency, based in Bath, has been briefed to reinvigorate and modernise the brand to broaden its appeal and make it more relevant to the core youth learner market.
The driving school is also keen to highlight the lifestyle flexibility the franchise offers to potential new driving instructors.
TheAgency will be leading the creative for the remainder of the 2009 national marketing programme. Its work will incorporate the website, banner adverts, press adverts, retail point of sale advertising in the driving school’s 94 centres and a social networking and radio campaign.
Saman Mansourpour, a partner at TheAgency, said: "Our intention is to modernise BSM and make it more synonymous with youth.
"We’re confident our campaigns will resonate instinctively with the target youth audience and help to create more engagement, while not losing sight of the driving school’s heritage and longevity that remains relevant for the older, more experienced drivers.”
BSM's managing director, Abu Shafi, added: "We have set some ambitious targets, and are confident even in this market we will see significant growth.”