NEWS: Tyneside agency scoops car tyre business

National Tyres and Autocare has chosen the Tyneside agency, Yellow M, to help bolster its image as a professional supplier of tyres and accessories to the public.

National Tyres and Autocare has chosen the Tyneside agency, Yellow M, to

help bolster its image as a professional supplier of tyres and

accessories to the public.



Four agencies were originally shortlisted for the account, including the

Manchester-based incumbent, RTA, the London agency, BDS, and the

Edinburgh-based Leith agency.



Under the aegis of its new marketing director, Adrian Dunleavy, National

Tyres has increased its advertising budget to pounds 4 million, as part

of a company drive for ‘profitable market share’.



Dunleavy said that the contract had not yet been signed but he was ‘very

hopeful’ that he would have Yellow M fully on board by the beginning of

May.



He commented: ‘All the agencies involved had, to a varying degree, what

we were looking for, but Yellow M is an agency which can become involved

in all the wider aspects of our business, such as point-of-sale and

direct marketing.



‘Its team demonstrated creative skills and a deep understanding of our

business.’



Last month, Dunleavy appointed the Manchester-based CAS to handle

advertising for the industrial side of National Tyres, which supplies

tyres to trucks and coaches. Media placement for both retail and

commercial accounts will remain with the Press Buying Company.



The Stockport-based National Tyres ranks third in the retail market

behind Kwikfit and Associated Tyres, and is the second-largest

commercial supplier in the industry.



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