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