Indie ad agency The Works has secured the lead creative duties for the NRMA Group following a five-way competitive pitch.

The Sydney-based shop takes over the account from incumbent BMF, which managed the business for the past two years.

The Works will work across all business units of the NRMA which includes NRMA Motoring & Services, Thrifty Car Rental, NRMA Travel & Leisure, MotorServe, NRMA Safer Driving Schools, NRMA Holiday Parks and the NRMA More4Members program.

Whybin\TBWA holds the advertising account for NRMA Insurance.

Jason Stidworthy, head of marketing and digital NRMA Group, said: “The Works showed a deep understanding of our business needs and its breadth of experience across a range of categories were the right fit for us as we streamline our agency partnerships.”

Douglas Nicol (pictured right), creative partner and director The Works, added: “To be entrusted with an iconic Australian brand such as the NRMA is a great opportunity for The Works and is another demonstration of a business selecting us based on our record in delivering effective work for clients.

“With local and global Effie success under our belt, brands including Woolworths Everyday Rewards, EnergyAustralia and now the NRMA understand that our ‘Creatives on the Forefront’ model, where senior creative thinkers work directly with clients, pays dividends for their businesses.”