Independent creative agency Born has been appointed by Carma following a competitive pitch process facilitated by agency matchmaker, Hustle.
Founded to challenge the traditional dealership model, Carma has rapidly emerged as a recognisable, interesting and modern automotive brands, responsible for redefining the experience of buying and selling used cars through transparency, quality assurance and customer-first thinking.
Born will partner with Carma across brand and creative duties, helping evolve the business’ next phase of growth and deepen the emotional meaning behind its existing brand platform, ‘It’s all good’.
“This felt special from the outset. Carma has a wonderful team, and is one of those rare Australian brands that’s not just improving a category, it’s completely reshaping how people feel about it. There’s already so much trust and momentum behind what the team has built, which makes this so exciting. Our role now is to help bring even more feeling, distinctiveness and cultural relevance into the brand in a way that feels unmistakably Carma,” said David Coupland, co-founder and strategy director at Born.
The process was facilitated by Hustle, the Sydney-based agency-matching and marketing-recruitment company founded by Ed Womersley, which specialises in connecting brands with independent agencies and strategic partners.
“You know pretty quickly in these processes when there’s genuine alignment between a brand and an agency, and that was definitely the case here. Carma is an ambitious business with a really strong internal team, and Born came in with big ideas, strong energy and a clear understanding of where the brand can go next. This feels like one of those partnerships where both businesses are going to grow really well together,” said Womersley.
“When we set out to find a new creative partner, the criteria was simple: match our ambition, translate strategic thinking into distinctive ideas and be genuinely curious. Born did exactly that from the first conversation. We can’t wait to build something unexpected together as we continue to disrupt the pre-owned car industry,” concluded Emily Meier-Murren, Carma’s director of marketing.
