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.