The title, owned by Haymarket Publishing, is being redesigned with improved content and navigation. The advertising campaign positions What Car? as essential reading for anyone buying a new or used car.
Kitcatt Nohr won the account after a four-way pitch. What Car?'s publishing director, Bob McDowell, said: "Kitcatt Nohr emerged as a winner because of the clarity of its thinking and the strength and creativity of its ideas."
The campaign will launch on 23 February and includes outdoor, press, radio, online and point-of-sale executions.
Outdoor ads feature queries that might arise when buying a car, sandwiched between the words "what" and "car". One reads: "WHAT does that button do there CAR?"
All the executions carry the strapline: "Before you buy a car, buy What Car?."
The ads were written and art directed by several teams under the creative direction of Paul Kitcatt. Media planning and buying is through M2M, a subsidiary of Manning Gott-lieb OMD.