Citizen Brando appointed by Auto Trader

Auto Trader, the online marketplace for new and used cars, has appointed Citizen Brando as its retained PR agency following a four-way pitch.

Auto Trader: wants to drive consumer engagement and participation in the brand
Auto Trader: wants to drive consumer engagement and participation in the brand

The agency replaces previous incumbent Hotwire to begin work immediately on a six-figure brief to drive consumer engagement and participation in the brand.

The consumer campaign will build on autotrader.co.uk’s 10 million users per month to position the brand as the experts in buying, selling and owning a car, using a mixture of creative media relations and press office work.

Trader Media Group head of consumer marketing Dan Daly said: ‘We’re a top 10 digital brand but we wanted to drive further consumer engagement.

‘We were impressed by Citizen Brando’s digital expertise and creativity as well as its rigorous evaluation model – its Citizen Scorecard will give the brand a score out of 100 after every element of the campaign, measuring awareness, appreciation, advocacy and action levels among the public.’

Citizen Brando MD Mandy Sharp said: ‘Auto Trader needs to become the voice of the car-owning public – the owner's champion.

‘It’s a great brand, number one in its market, and we can’t wait to tell its story in a way that powers conversations, creating news that transcends the media.’

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