Arena BLM scoops The Red Driving School media account

LONDON - The Red Driving School has appointed Arena BLM to handle its £5 million media planning and buying account.

Red Driving School: appointed Arena BLM
Red Driving School: appointed Arena BLM

The agency won the business following a two-way pitch that was triggered by a change in Red's ownership.

MediaCom Edinburgh previously handled the account but last month, Landsdowne Venture Group, the parent company of Red, went into administration before being bailed out by the private equity company Kelso Place.

Red, which in addition to offering driving lessons to learners is the UK's largest trainer of driving instructors, is investing in an integrated online and traditional media strategy to recruit new instructors for its training courses. Activity is likely to include DRTV, search marketing and digital display advertising.

Based in Brighton, Red derives the majority of its revenue from training driving instructors who pay fees for the course. However, it is also attempting to grow its share of the driving lessons market.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).