While centred on a full-service offering, the move sees the automotive leader focus on new strategic and creative direction with The Maverick Group, utilising the services of many of the agency’s specialist divisions.

The new appointment was the result of strategic work done during the pandemic, including work on Pendragon’s refreshed corporate branding and re-positioned click & collect service which became pivotal to Pendragon’s success during 2021.

“We’re thrilled to be working with The Maverick Group,” said Kim Costello, Pendragon’s chief Marketing officer. “The agency gave us outstanding support as we adapted our opera5ng model through the early Covid-19 period and we have many more exci5ng plans for the future – from upcoming consumer campaigns, an internal refresh and exci5ng plans for our motor business all in the works.”

The Maverick Group’s chairman and founding partner, Carron Edmonds says, “There’s definitely an alignment of values between our companies. Pendragon are looking to do some bold, rather brave moves in the market and so we’re par5cularly excited about partnership with them, and that they’re not just using our integrated offering but tapping into our stand-alone business units too.”