Smart set for TV debut as part of £10m Farm work

Smart, the DaimlerChrysler small car brand, has picked Farm to handle its UK ad account, which it is doubling to £10m. The increase in budget is the result of the company's planned launches and is likely to see the brand advertise on TV for the first time.

The review, overseen by head of marketing Sam Bridger, saw Farm pitch against incumbent Maher Bird Associates, Campbell Doyle Dye, Clemmow Hornby Inge and start-up Boy Meets Girl.

For the first year, creative will be led by Springer & Jacoby in Germany and adapted by Farm for the UK market. However, in its second year, the agency is likely to have creative autonomy.

This year has seen Smart extend its range with the Smart Roadster, a two-seater car designed in the style of a 60s sports car. The company is launching the four-seater ForFour early next year, which it is likely to back with TV ads.

Smart has appointed Farm's communications planning arm, Monkey, to work alongside media agency BJK&E.

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