IT’S VERY rare in these days to hear of a brand that has been around for more than a decade, let alone more than a century.

So how fitting that in Exchange and Mart’s 150th year they launch their most iconic, and catchiest, campaign yet with ‘Search local and smart with Exchange and Mart.’

At the forefront of the campaign is their 30-second radio advert that depicts a historic but familiar experience between car buyer and seller.

The seller, full of swagger and confidence, trying to bag a sale any way they can but he’s no match for the savvy-buyer we see today.

So the next time you’re looking for ABS and not BS, search local and smart with Exchange and Mart.

Lynn Clark, brand manager for Exchange and Mart, said: ‘The way we buy cars has changed so much over the years. With so many outlets for research, from social media to review sites, the car buyer is becoming the expert and knows exactly what they are looking for. In our 150th year, we wanted to acknowledge our history and that of the car industry with a bit of humour and nostalgia but also highlight how far we have come.’

So how has the brand managed to stay around in such a competitive industry for so long? By growing and adapting to modern ways, coming away from their much-loved magazine and becoming a fully digital brand in 2009.

‘We want the visitors of Exchange and Mart, a site that isn’t just another online car classified, but somewhere that offers great deals from local dealers, whether they are large names or smaller independents. And of course, private sellers. We want them to choose us because it’s the smart choice for them.’

Andy McColgan, Bright Signals Content Director, said: “We love developing creative platforms for brands with real heritage, and Exchange and Mart is no exception. The brief to position them as edgy and contemporary leaders in the field while also celebrating the brand’s 150 years+ existence was a fantastic opportunity.

"We produced some irreverent humour, sending up the classic 'Del-boy' car-salesmen of yesteryear and pitting their wits against a modern, savvy, Exchange and Mart online user with a cheeky pay-off and strap.

"We are confident the campaign will resonate across the UK, give the brand a new lease of life and give people a chuckle over the coming months to boot.”

Exchange and Mart pride themselves with working with trusted dealers, to offer not only huge choice but also peace of mind when buying a car. They also partner with well-known names such as to offer car insurance quotes and CreditPlus for finance deals, offering the full car buying package.

The 30-second advert will appear on radio station, Wave 105 for the rest of the month, supported by digital and press adverts throughout the Newsquest network and across social media.

Established in 1868, Exchange and Mart is owned by Newsquest Media Group, which is the second biggest publisher of regional newspapers and websites in the UK. And Gannett, which owns Newsquest, is the largest newspaper group in the USA (Gannett publishes USA Today, the largest circulation newspaper in the US).