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Halfords appoints Karmarama as lead creative agency on £13 million account

Following a four-way competitive pitch run by the AAR, Halfords has appointed Karmarama as its lead creative agency.


Halfords tasked agencies with producing an integrated creative platform that uses customer data and digital channels to expand on their current brand positioning ‘For Life’s Journeys’.  Karmarama’s first task is to produce creative work that will drive penetration and market share for the brand in the UK.


Karmarama fought off competition from FCB inferno, Iris and JWT for the £13m account. The incumbent, Mother, chose not to take part in the process.


Karen Bellairs, Chief Customer Officer at Halfords, said of the appointment: “We are delighted with the strategic and creative work that Karmarama delivered throughout the process. They acknowledged our business need for a truly integrated approach to our brand communications and demonstrated their ability to deliver work that will create impact and engagement across all communications channels.”


Ben Bilboul, CEO of Karmarama, said: “Delivering big creative ideas that connect the many touchpoints of modern customer experience is what Karmarama does best. We’re over the moon that the Halfords team shares our vision and we can’t wait to start working with them.”


Karmarama, part of Accenture Interactive, is one of the UK’s most progressive creative agencies. It is one of the most effective advertising agencies in the UK, winning IPA Effectiveness awards in 2016 for its work with Plusnet and Costa and the DMA Grand Prix for its Unibet activity. It was listed again in the Sunday Times Top 100 Companies to Work For in 2016. The agency is known for its ability to blend creativity, digital and data to develop campaigns that help brands better engage with consumers through Connected Creativity. It currently works with clients including the BBC,, Honda, Just Eat and Unilever.