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  • Autoglass® announces Breakfast appointment for £10m TV push


22 March 2010

Autoglass announces Breakfast appointment for £10m TV push

Consumer automotive service brand, Autoglass, has announced the appointment of Breakfast, a new London-based integrated agency, to write and direct the company’s new TV commercials.

These new advertisements will build on the firm’s TV campaign that launched in April 2008 which saw the company winning the Thinkbox TV Planning Award 2009 for best use of TV response – as well as delivering record demand volumes from motorists with glass damage.

Breakfast will be working with media production company Outlook to shoot four new TV advertisements during the next six months and the new national campaign will go live in April 2010.

Marketing Director, David Meliveo says: "We are incredibly excited about these new advertisements as we believe that Breakfast have helped us find a new formula that will give us the flexibility to constantly refresh our messages, as we do in radio, without having to spend hundreds of thousands of pounds shooting a new commercial.

"The campaign will feature all new technicians, including our first female ‘TV’ technician later this summer. We are continuing to use real Autoglass technicians in our TV and radio adverts as feedback from customers has been extremely positive as they relate to the advice and information that they are being given via the advert. The new commercials will promote for the first time windscreen replacement, as well as repair, which has previously been our main focus."

Breakfast’s Neil Chappell said: "The opportunity to conceive and direct both TV and digital content for such a successful brand has been a stimulating challenge. We’re confident the innovative approach Autoglass brings to TV development and their appetite for cohesive cross-channel thinking will ensure continued growth."

Ed Will, partner at Breakfast added; "Autoglass is a world class business with aspirations to match. We are delighted to play our part in realising those ambitions."

Autoglass radio advertising will continue to be produced and directed by Radioville, and in 2010 will remain as one of the top five UK spenders. Autoglass® is still expected to grow marketing spend by around 75 per centin 2010 to a total of £20m.

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