TheAgency won the account, which is worth a total of £4 million, in a pitch against three other agencies including former incumbent Balloon Dog. It is briefed to achieve stand-out against national rivals the AA and Red Driving School in addition to grabbing market share from local independent instructors.

The driving school is updating its cars as well as ts brand and changing from Vauxhalls to a fleet from Fiat made up of 500s and Grande Puntos all this it seems is to give the brand a more youthful appeal ahead of its 100th anniversary in 2010. The new advertising campaign has started with a radio, press and digital campaign that uses the strap line “BSM: Because your success matters."

Asked to comment on these developments at BSM, John Lepine, MSA general manager, said:

“If BSMs new marketing campaign stimulates general interest in driving lessons it will obviously help all instructors.

"However, if BSM’s record over the last few years is anything to go by their ability to take market share from the independent sector is open to doubt. I would estimate that their current market share is probably at a ten year low.

“As far as the new cars are concerned I had the opportunity to have an extended test drive in the Fiat 500 when it was first launched and I think it is a fabulous car that certainly turns heads. It is a brilliant little car ideal to learn to drive in and may, like the Mini, actually be a car of choice for new young learners.

"However, from an instructors point of view it is hardly a family car and the concept of getting a plus six-foot ADI and supervising examiner in the back on test might be a spectacle worth filming. Doubtless there will also be some critics who suggest that learning in such a small car is not good preparation for the acquisition of a lifelong skill that may well be applied to larger vehicles in the future.”