The Purple Agency has beat of two agencies to land the creative account for Protyre – one of the mains rivals of Kwik-Fit – expanding its remit which already includes direct mail, print and production, database management and data strategy for the company.
With over 60 branches throughout the UK, Protyre specialises in the fast fitting of motor vehicles, especially tyres, brakes, exhausts and batteries; it also offers MOT testing and servicing as well as air conditioning.
Protyre was acquired by venture capitalists Graphite Capital and Royal Bank of Scotland in 2006; it was sold to Sumitomo Rubber Industries last month.
The firm’s head of retail marketing Morgan Jamison bigged up the Purple’s key role in developing Protyre’s CRM programme. He added: “They’ve now demonstrated their credentials to handle all our creative executions – and shown how they can use this to further strengthen our goal of delivering a personalised driving experience for all our customers.”
Meanwhile Purple Agency data and planning director Andrew Woodger explained that the agency will not only have direct access to the full breadth of customer insights from the Protyre database, but also the opportunity to use them to drive strategy and the creative for both seasonal and tactical campaigns.
He said: “Using our digital asset management tools means the Protyre can localise centrally created templates on demand, enabling them to respond immediately to the local marketing needs of individual centres. This not only lets them move faster, but also allows Protyre to spend more time focusing on the strategic direction of the business and building its brand nationally.”
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