NEWS: National Tyres reviews account after advertising policy rethink

National Tyres and Autocare has briefed agencies to pitch for its

advertising account, which will carry an increased budget of between

pounds 3 million and pounds 4 million this year.

The ad rethink has been instituted by the company’s new marketing

director, Adrian Dunleavy, who joined the Stockport-based tyre and

accessory supplier from Shell International Oil last November. Since

then, he has begun to overhaul its marketing.

‘It would be fair to say that a complete marketing review has been

undertaken by National Tyres,’ Dunleavy confirmed. ‘We are very serious

about both the retail and commercial markets.’

Four agencies have been shortlisted for a creative and strategic pitch

on the retail side, including the incumbent, the Manchester agency, RTA,

the Tyneside-based shop, Yellow M, and the London agency, BDS. The

Edinburgh-based Leith Agency, headed by its managing director, John

Denholm, is also in the line-up. The Leith recently parted company with

National Tyres’ arch-rival, Associated Tyre Services (Campaign, 8

December 1995). Briefs will be issued at the end of the month, and a

decision is expected by 1 April.

On the commercial side, the Manchester-based shops, RTA and CAS, will

fight for the account. Media placement for both sides of the business,

which currently only involves the regional press, looks set to remain

with the Press Buying Company.

National Tyres claims to be the second largest commercial supplier in

the industry, ranking third in the retail market behind Quickfit and

Associated Tyres. But it has a weak brand image and it is likely that

this will be addressed in the forthcoming campaign.

This article was first published on Campaign