Following a four-way pitch, the marketing company plans to raise the IMI’s profile through activation at trade shows, consumer-targeted roadshows, and press and radio advertising. A celebrity spokesperson is also set to feature in the campaign as a spokesperson.
As part of the account win, RPM has been tasked to promote consumer awareness and encourage trade sign-up for the IMI's professional register, which lists individuals working in the automobile industry.
RPM revealed the activity would begin in November, with locations of the roadshows and trade shows to be announced.
Maria Partridge, professional development marketing manager at IMI, said: "RPM impressed us with the strategic insights they had gleaned from thoroughly researching the automotive sector. Coupled with their notable client list and a solid history of creating engaging and effective consumer campaigns, they became the obvious number one choice of marketing partner."
Dom Robertson, managing director at RPM, added: "The IMI further enhances our automotive industry experience and at the same time shows off our integrated agency offering. We are delighted to have been appointed to work with the IMI and look forward to working closely with them to meet their ambitious brand plans."
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