Maja Pawinska Sims 15 Aug 2019 // 2:17PM GMT
LONDON — European taxi app Free Now, formerly known as Mytaxi, has chosen Brands2Life as its retained agency for consumer and corporate public relations after a four-way competitive pitch.
Free Now is part of a new joint venture between Mytaxi owner Daimler and BMW, where the two German auto giants are investing more than €1bn to merge a number of services, including apps for parking and car-sharing.
Brands2Life will be helping Free Now build its brand in the UK, including advising on communications strategy and creative consumer activations.
Free Now UK general manager David Savage said: “Our business is growing rapidly, and the mobility sector is undergoing huge changes. Throughout the pitch process, Brands2Life demonstrated their smart thinking and showed us they’re nimble enough to navigate the ongoing challenges of our sector, while also being established and connected enough to have real clout in earned media.”
Brands2Life’s joint executive creative director Ollie Edwards added: “This is a fantastic win for us. Free Now is a bold, innovative brand, competing in a busy, competitive sector, giving us the opportunity to do exciting creative work and use our corporate nous to navigate a complex stakeholder landscape. At the heart of our proposal is celebrating the characters behind the wheels of Britain’s licenced taxis.”