NEWS: Dyno-Rod picks CDP in bid to extend customer appeal

The drain clearance company, Dyno-Rod, has chosen Collett Dickenson Pearce to help relaunch the group and widen its customer base.

The drain clearance company, Dyno-Rod, has chosen Collett Dickenson

Pearce to help relaunch the group and widen its customer base.



Under the line, ‘D’y’ no Dyno Does’, CDP will promote Dyno-Rod’s

emergency call-out operation, Dyno-Service, which helps householders

with problems ranging from broken windows to sticking locks or leaking

roofs.



Although the name Dyno-Rod has an 80 per cent recall, the company’s

perceived size deters potential customers, who often think a small,

local tradesman would be cheaper and quicker. Moreover, most consumers

believe Dyno-Rod only deals with drainage problems.



Chris Macleod, the CDP managing director, explained: ‘This sector is a

‘distress purchase’. Dyno-Rod as a brand name is very powerful, but, by

being so mighty, creates barriers to purchase.’



CDP will handle all aspects of the pounds 1 million task, including

media planning and buying, and direct marketing.



‘We want to make the phones ring as well as develop the brand,’ Simon

North, the new-business director of CDP, commented.



TBWA had held the account for a number of years, during which it

produced award-winning advertising. However, agency and client parted

company late last year after differences in strategy.



A prolonged pitch ensued, during which a long list of six agencies was

whittled down to a shortlist of two, though Dyno-Rod declined to name

the other agencies involved.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).