Auto Trader brings in Karmarama to get new cars rolling

TV campaign later this year intends to pitch Auto Trader as destination for new cars.

Auto Trader: Maya Jama and Reggie Yates in branded content series
Auto Trader: Maya Jama and Reggie Yates in branded content series

Car marketplace Auto Trader has handed Karmarama a project after splitting with Mynt.

Mynt had pitched for the work against Karmarama and Wax/On in a process managed by the brand.

Karmarama is tasked with producing an integrated campaign across TV, broadcaster video-on-demand, cinema, radio, display and social. Activity will focus on Auto Trader’s new car offering and aim to establish a new creative platform for the brand.

Ben Darby, head of marketing communications at Auto Trader, told Campaign: "The goal is for Auto Trader to be known for new cars as it is for used."

The company decided to put the brief out to pitch because it involved "very different objectives and challenges" to previous work.

"The campaign could ultimately become a good relationship test for a longer-term creative partner," Darby added.

Auto Trader began working with Mynt after it split with Isobar in 2015. It continues to use The Specialist Works for above-the-line media buying and handles pay-per-click, display and paid social in-house.

Darby said "Mynt ceased supporting Auto Trader in April this year as Auto Trader’s incumbent ad agency".

Mynt declined to comment.