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