NEWS: Yellow M nets pounds 7.5m motor task with TMC

Yellow M, the Newcastle-based full-service agency, and the Media Centre Manchester have scooped the pounds 7.5 million advertising account for the motor dealership, Reg Vardy.

Yellow M, the Newcastle-based full-service agency, and the Media Centre

Manchester have scooped the pounds 7.5 million advertising account for

the motor dealership, Reg Vardy.



Yellow M and TMC Manchester pitched for the business against two other

agencies, including the incumbent, Creative Marketing, which had handled

the account on a full-service basis.



Reg Vardy is one of the largest motor retail groups in the UK, with a

nationwide network of more than 40 dealerships and an annual turnover of

pounds 600 million. It is one of the largest local radio advertisers and

the majority of its adspend, which totalled pounds 6.3 million

(Register-MEAL) last year, goes into the regional press.



Peter Vardy, the company’s chairman, said he was looking for an agency

that could work with Reg Vardy on all of its communications

requirements. The account involves advertising, design, direct

marketing, and point-of-sale work.



He added: ‘We looked for an agency that could handle the whole marketing

strategy and implementation. Yellow M’s approach to our business made it

the ideal agency to handle our account.’



Mike Dethick, the chief executive of Yellow M, said of the win: ‘It

confirms our position as the North-east’s number one agency.’



Yellow M has now clocked up pounds 11.5 million in new business in the

past six months. Other clients include National Tyres and Ikea.



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