Direct Car Finance, the vehicle loan company, has aligned with the
WPP group with the appointment of Red Cell and MindShare to handle its
through-the-line account, backed by a reported £20 million
The two WPP subsidiaries were chosen after a full-scale creative and
media review involving ten agencies at the end of last year.
Direct Car Finance specialises in buying thousands of used cars each
year to sell to customers who find it impossible to get credit through
the usual channels.
The company has been an almost daily advertiser with commercials
featuring the comedian Jim Davidson and the former soccer boss Jack
Charlton. It also spends heavily in national press and on direct
marketing, which will be taken over by the DM specialist Perspectives
Launched in 1996, the company has been spending between £10
million and £12 million above and below the line. Sources say the
figure will rise significantly in line with Direct Car Finance's plans
to increase business by 40 per cent this year.
Concluding the pitch was one of the first tasks of Pat Farrell, Daewoo's
former director of sales and marketing operations, who was appointed as
the group marketing director last month.
The moves end the company's seven-month relationship with Brilliant
Media in Leeds and the Bournemouth-based Blair Fowles, which handled
New national TV and press advertising will break at the beginning of
Nick Kerr, Red Cell's managing director, said: "Direct Car Finance has
developed a successful business out of spotting and creating a new
market sector. It is exactly the sort of company which puts into
practice the 'challenger' thinking that the Red Cell network was
launched to cater for."