Vehicle number plate company MyPlates has awarded BWM its $15 million creative account, after an eight-way pitch.
BWM is responsible for building the brand and broadening its appeal through a brand launch and above-the-line advertising. The account is worth $15 million in terms of billings over the next three years.
MyPlates is the body authorised by the NSW Government to issue special number plates, and is spearheaded by both the Road Transport Authority (RTA) and Plate Marketing P/L.
MyPlates head of marketing Rod Cleary said: "BWM's strategic approach to the MyPlates brief was not only closely aligned with the business objectives for the brand, but also demonstrated a fast-tracked understanding of how to best position the brand to appeal to a much broader segment of potential customers."
BWM chief executive Paul Williams said: "The MyPlates initiative is destined to become a strong brand and our strategy will see us deliver big ideas across all aspects of online and offline media to drive the conversation among consumers."
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