TomTom in search for digital agency

TomTom, the GPS navigation system, is reviewing its pan-European digital advertising requirements.

TomTom: agency-hunting system offers Dark Vader-voiced directions
TomTom: agency-hunting system offers Dark Vader-voiced directions

The company is searching for an agency to handle its social media activity as well as oversee its website design and build. TomTom has started the process of contacting agencies directly.

TomTom currently works with a number of agencies throughout Europe including Pool Worldwide and Content and Motion.

The review signals TomTom's intention to increase its use of social media. Recent online activity includes a campaign last year to promote the Star Wars voices available on its GPS. Created by the Amsterdam-based Pool Worldwide, the campaign featured a film on YouTube that showed humorous behind-the-scenes footage of Darth Vader's session in the studio.

TomTom's last major European advertising campaign was in 2007 and was created by TBWA Worldwide's Dutch office TBWA\Neboko.