Tyrepower appoints Initiative as national media agency

Australian tyre retailer Tyrepower has appointed media agency Initiative to handle the company’s national planning and buying, with focus on traditional media. Previously Tyrepower used a different media agency for the four different marketing regions with Initiative as the WA incumbent.

The announcement:

Australia’s largest independent tyre retailer network, Tyrepower, has appointed Initiative as its national media communications agency after a competitive pitch involving four other agencies.

Tyrepower, a business established in 1977, has an Australia-wide network of 260 stores and has built its reputation on high quality customer service in the supply of leading brands of tyres, wheels and batteries.

Up to now, Tyrepower has used different media agencies in each of four marketing regions in the Australia operations, with Initiative as the incumbent agency for Western Australia based out of the Perth office.

“In calling a review of our media arrangements, we were looking to partner with an agency that can handle a complex national retail assignment that also has specific regional requirements,” said Tyrepower Chief Executive Officer David Wilson. “Initiative completely understood our requirements and demonstrated high levels of service and campaign execution capabilities. Our team is looking forward to the new partnership.”

Initiative offices around Australia will now handle all Tyrepower’s planning and buying in their respective regions, with the principal media spends concentrated in television, print and radio.

Andrew Livingston, CEO of Initiative Australia, said winning the Tyrepower national assignment was highly rewarding for the agency. “We are delighted to win the Tyrepower business against strong competition.  Initiative’s culture of great client service and creation of meaningful client solutions played a big part in the winning of this business and we’re looking forward to getting started,” said Livingston.

Source: Initiative press release



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