Carsales.com appoints Whybin\TBWA Melbourne as lead creative agency
Carsales.com has appointed Whybin\TBWA Melbourne as its new lead creative agency, with the account the first publicly announced win for the agency since the departure of CEO Andrew Scott.
The online company has traditionally held creative in-house with the appointment of Whybin\TBWA aimed at bringing in new thinking.
Kellie Cordner, Carsales group marketing director, said in a statement: “The customer is central to all we do at carsales and we looked for a partner that brought new thinking and creative use of data to take our brand campaigns to the next level.
“At carsales we constantly strive and evolve to be compelling and deliver the best possible service and products that our customers know us for and demand. We have some of the best digital brains in Australia at carsales and so we needed an agency that would seamlessly complement our innovation.
“Whybin\TBWA Melbourne will give us the brand marketing firepower we need along with the ability to respond and scale in a timely manner,” said Cordner.
The agency review was conducted in partnership with consulting firm Trinity P3. Carat Australia will continue to handle the company’s media requirements while Red Agency handles PR.
Commenting on why carsales decided on Whybin\TBWA Melbourne, Cordner said “Looking at the evolution of our business, we felt that we needed to partner with the agency that throughout the pitch process demonstrated strategic capability and had a strong track record in the development of big brand platforms that redefine the dialogue in an industry.
“Throughout the process we saw outstanding strategic and creative thinking making this an extremely tough decision. However Whybin\TBWA is recognised as being a force in helping drive disruption and clearly demonstrated a strategy to take our brand campaigns to the next level.”
Newly appointed CEO of Whybin\TBWA Group Melbourne Kimbelee Wells said in a statement: “We’re thrilled to be appointed as carsales’ new creative agency. They have ambitious plans for the future, a strong innovation pipeline and a relentless passion for their customers. We look forward to working with the team to not only realise these opportunities, but in doing so further widen the gap between carsales and its competitors.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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