National Tyres takes on Yellow M for 4m retail business

National Tyres & Autocare is hiring Newcastle-based Yellow M to handle its 4m retail advertising account after a four-way pitch.

The pitch for the retail and commercial account, which also included incumbent RTA, BDS and the

Leith Agency, was initiated in January by new marketing director Adrian Dunleavy.

He joined the company from Shell International Oil last November and immediately began an overhaul of the company’s retail and commercial marketing.

The commercial vehicles side of the business has already been assigned to CAS. It was previously with RTS.

Media buying and planning for both retail and commercial has remained with the Press Buying Company.

National Tyres is the third largest supplier in the retail market, after Kwik-Fit and Associated Tyres.

Last December, Associated Tyres appointed J Walter Thompson Manchester to handle its 4.5m account after a review which was prompted by a split with incumbent the Leith Agency.