Carwow appoints TBWA\London to £5m advertising account

Car-buying brand has also appointed Mindshare to its media account.

Carwow: Creature previously handled advertising
Carwow: Creature previously handled advertising

Car-buying comparison site Carwow has brought on TBWA\London as its creative and strategic agency after a competitive pitch. 

TBWA pitched against VCCP and Now for the account, which is worth more than £5m.

Creature previously worked with the brand on a project basis.

TBWA will aim to educate potential buyers on Carwow’s product experience, which offers a different way of buying vehicles. It will create a new brand platform for the UK, as well as an integrated campaign that will launch before Christmas and include TV, radio, digital video and social media.

The brand has also appointed Mindshare as its media agency after a five-way pitch. The account will be handled by Grow, the agency’s specialist division dedicated to working with high-growth businesses.

Phil Lloyd, chief marketing officer at Carwow, said: "Like lots of tech businesses, we’re a performance marketing business to the core. But we know that evolving our mixture of channels and strategy over time to broaden the way we continue growing is vital. TBWA\London and their disruption approach is a natural fit for us."

On the decision to appoint Mindshare, he said: "We're an ambitious business moving to the next phase of our growth. We required an agency partner that had a clear understanding of the start-up mentality, including the need to flex and work with us in the smartest, most agile way."

The Financial Times named Carwow the sixth-fastest-growing company in Europe last year. 

TBWA\London chief executive Sara Tate added: "Carwow is a true disruptor that is at a key stage of growth. So the brand is well-placed to achieve its ambition of becoming the UK’s number-one new car-buying platform."