The brief is to raise Trafficmaster's profile among consumers as competition in the traffic information market intensifies with several manufacturers trying to establish their brands. In July, DBB London scooped the £15 million US and pan-European account for Garmin, while TBWA\Worldwide won the Tom Tom account in continental Europe last year.
Trafficmaster's flagship product is its Smartnav satellite navigation kit, which uses live, historic and predictive traffic data to plan the best routes for drivers. In June last year, the company appointed Personal, WCRS's direct arm, to run a campaign to promote Smartnav. Its network covers 8,000 miles of road in England, Scotland and Wales.