Institute of the Motor Industry revs up with RPM

The IMI (Institute of the Motor Industry) has appointed RPM as its lead marketing communications agency. RPM won the account after a four-way competitive pitch.

The IMI awarded the account to RPM after the agency developed a comprehensive integrated plan spanning consumer press advertising, radio advertising, activation at trade shows, trade-targeted direct marketing and a consumer-targeted live engagement roadshow. As part of the appointment, RPM will additionally secure a celebrity ambassador as a spokesperson for the overall campaign.

RPM devised the above plan to drive consumer awareness and trade sign-up around the IMI’s Professional Register. The register is a searchable database of automotive industry professionals who have been recognised by the IMI for their experience, skill and ethical working practices.

Maria Partridge, professional development marketing manager at The IMI said: “RPM impressed us with the strategic insights they’d 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.”

RPM’s managing director, Dom Robertson, said: “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.”