Autotrader has appointed a new lead creative agency, following a 4-way competitive pitch process.
Leeds-based full service agency, IMA came out the winner against the 3 other agencies – which included the incumbent one.
The move is seen as a major shake-up in the creative direction of Manchester’s Autotrader, which has charged IMA with building a distinctive and enduring brand platform “that doesn’t just drive consideration but earns cultural relevance and remains top of mind in an increasingly crowded automotive landscape.”
“Winning this pitch is a huge moment for us — not just because of the opportunity to help shape the future of the UK’s most recognisable tech brand, but because of the instant chemistry we felt with the Autotrader team,” explained Alex Uprichard, Managing Director at IMA.
“From day one, it felt like a natural fit. Our shared energy, ambition, and belief in the power of integrated thinking made this a perfect match.”
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IMA will work in close collaboration with media agency TSW and other partners.
“Culture is incredibly important to us, and IMA stood out straight away as the kind of people we want to build a partnership with. This alignment, along with their undeniable creative and strategic strength are just what we need to take the brand to new and exciting places,” added Rox Nejad, Head of Brand at Autotrader.
“With momentum on their side and a powerhouse team of partners around them, IMA is set to drive the Autotrader brand into an exciting new era.”
IMA has more than 300 staff across Leeds, Manchester, London, New York, Sydney, Gibraltar and Cape Town.
