BMB Appointed by Free Now to Global Creative and Strategy Account

BMB has been appointed by mobility service provider FREE NOW to devise a long-term creative platform, with the first  campaign set to launch across Europe later this year.

The creative agency has been tasked with developing a compelling and inspiring long-term creative platform that will house all future campaigns to communicate the function and benefits of Europe’s first mobility super app.

Formed from the amalgamation of Hailo, Kapten and MyTaxi, FREE NOW has a newly created global team with the ambition to operate a more centralised model, encompassing local markets.

The leading mobility provider connects passengers and drivers and forms part of the mobility joint venture between BMW and Daimler, which was formed in February 2019. In July 2016, MyTaxi announced the merger with Hailo, the leading taxi app in the UK and Ireland - an important step towards becoming Europe's largest e-hailing app. Today, the company is known as FREE NOW and boasts 1,300 employees in 26 offices across Europe and 14 million registered passengers in Europe.

Grae Barnes, Director of Brand at FREE NOW says: “BMB fought off tough competition, and we are delighted to partner with them to strengthen the brand behind FREE NOW, Europe's leading multi-mobility platform.”

Jason Cobbold, CEO BMB, adds: “FREE NOW is on a mission to make the world of city mobility better.  We’re incredibly excited to be working with the team on this, and put the brand front and centre in people’s minds.  We can’t wait to get started.”

FREE NOW is already Europe’s biggest multi-mobility app. Operating in over 60 cities, it helps users move freely using anything from black cabs, to private hire vehicles, to car shares, to eScooters, eBikes and eMopeds – with public transport set to follow.

The new work by BMB is slated to break in September 2022, running across Europe.