Addison Lee kicks off search for ad agency

Addison Lee is on the hunt for its first retained advertising agency, as the London minicab company looks to expand its business following a £300 million US takeover.

The company, which has 4,500 vehicles in the capital, has shortlisted agencies and plans to increase its investment in marketing activity over the next year.

The process is being handled by AAR and will conclude next month. A PR agency will also be appointed.

Peter Boucher, formerly the commercial marketing director at Vodafone, joined Addison Lee as its first chief commercial officer in September last year.

The Carlyle Group, the US private-equity company, bought Addison Lee in a deal reportedly worth £300 million in April last year. It is looking to expand the company outside London.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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