LONDON — Fast-growing online used car marketplace Cinch has appointed Good Relations as its retained UK consumer PR agency.

Good Relations will be responsible for creative PR campaigns and will be part of the integrated VCCP Group team, which was chosen last year by Cinch to collaborate on campaign development, brand strategy, digital communications and customer experience.

Cinch launched in the UK 16 months ago last year as part of TDR Capital’s Constellation automotive group, which also owns WeBuyAnyCar.com. Last year, TDR earmarked £1 billion to expand Cinch into Europe.

The brand has already taken on a number of sports and entertainment sponsorships, including with England Cricket, the Scottish Professional Football League, the British Motor Show, Tottenham Hotspur football club and the Isle of Wight, Creamfields and Latitude festivals. Pitch Marketing Group became Cinch’s retained sponsorship activation agency last April.

The account will be led by Lawrence Collis, executive director of Good Relations’ consumer practice, who said: “We’re excited to be partnering with a brand as innovative and market disrupting as cinch to help shape the future of car retailing. With a shared challenger attitude and ambition, it makes us the perfect fit, and we can’t wait to get motoring.”

Cinch senior marketing director Amy Townsend said: “Lawrence and the team demonstrated a deep understanding of our business and ambitions. We are looking forward to what we can achieve together over the coming months as we continue to grow at pace.”

The brand is the latest addition to Good Relations’ consumer portfolio, which includes Lidl, Zoopla, EDF, Celebrity Cruises and SodaStream.