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
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.