Karmarama triumphed against FCB Inferno, Iris and J Walter Thompson London in a competitive pitch run by AAR. The incumbent, Mother, did not repitch.
Halfords tasked competing agencies to produce an integrated creative platform that uses customer and data channels to expand on their current brand positioning.
Karmarama’s first task as lead creative agency is to produce creative work that will drive penetration and market share for the brand in the UK.
Last June’s launch ad for the "For life’s journeys" positioning was a fast-paced family car journey to a campsite told from the perspective of a father. It was created by Mother, which has held Halfords’ ad account since 2013 and was last year tasked with devising a new visual identity that would create brand love for the retailer.
While the brand is well-known in the UK, Halfords is responding to consumer research that shows people know less about its range of products and services.
Carat Manchester has handled Halfords' £14m media account since winning the business in 2015.
Karen Bellairs, chief customer officer at Halfords, said of Karmarama’s appointment: "They acknowledged our business need for a truly integrated approach to our brand communications and demonstrated their ability to deliver work that will create impact and engagement across all communications channels."