Robin Auld, the marketing wizard who made his name building the
Domino's brand into the most recognisable in its sector, has been
appointed Marketing Director at leading auto paintwork repair
specialist, ChipsAway.
ChipsAway was the first company to introduce on-the-spot
paintwork repairs to the UK, challenging traditional body shop
methods by providing high quality repairs within a matter of hours
and at a fraction of the cost. ChipsAway remains the dominant brand
in the cosmetic auto paintwork repairs market.
Auld's vision is to replicate his achievements for Domino's
Pizza at ChipsAway. "The timing is absolutely right for ChipsAway"
he comments. "Those who know the brand rate it extremely highly,
with 85% stating that they would use ChipsAway again and recommend
it to others.
Auld was at Domino's Pizza for six and a half years, operating
as Marketing Director for four of those years. During that time,
the nationwide network doubled to just over 600 stores across the
UK, whilst the national advertising budget grew exponentially from
£8m to £22m.
"ChipsAway operates vehicle based franchises as well as CarCare
Centres, offering franchisees the scalability required to grow; the
key is to recruit franchisees committed to significant growth and
development of their own business - and of the ChipsAway brand," he
says.
Auld will shortly be meeting with many of the existing ChipsAway
franchisees at this year's round of Regional Meetings. "I'm
definitely up for the challenge and I'm looking forward to the
ride!"