Micheldever Tyre Services (MTS) and its retail arm Protyre Autocare have appointed West Midlands-based R&Co Communications to manage their PR and social media marketing activities.
The appointment sees R&Co, which operates from offices in Leamington and Birmingham, tasked with delivering PR services alongside organic and paid social media marketing for both the wholesale and retail sides of the business.
As the UK's largest independent tyre wholesaler, distributor and retailer, MTS sells more than six million tyres annually – accounting for 20 per cent of the total UK market. Its Protyre Autocare division operates 184 fast fit garages nationwide.
R&Co's team of social media and PR specialists, which includes former editors and journalists, will support MTS and Protyre Autocare with brand building among both B2C and B2B audiences as the companies pursue market share growth.
The contract win follows R&Co's recent recognition as Medium Consultancy of the Year 2025 at the PRCA Dare Awards. The agency has experienced strong growth over the past year, with client and staff numbers increasing and fee income rising by nearly 40 per cent.
The appointment lands as MTS continues to feature in UK distribution news. Recent reporting highlighted GT Radial’s EV-ready range being supplied nationwide through Micheldever’s wholesale network, underlining the wholesaler’s role in channel availability.
On retail, Tyre News covered Protyre Autocare’s Taunton site becoming the UK’s first Bridgestone e-CENTRE, reflecting how the network is engaging with new sustainability-led retail formats.
Peter Robinson, managing director at R&Co, said: "A major part of our growth plan has been to offer a one-stop shop to our clients for all their communications needs, with experts in multiple fields including social media, SEO and PR all under one roof.
"We have had several award wins in recent years, recognising our well-earned reputation in areas including automotive, logistics and veterinary. We are delighted to welcome MTS and Protyre Autocare to the R&Co fold and will work hard to ensure we deliver outstanding results for them."
Sally Fyffe, group marketing director at MTS, commented: "It is a period of exciting growth at MTS and as a forward-thinking company we are ready to tackle future challenges and seize new opportunities.
"We are excited to be working with the R&Co team to help build our brand in the media and across social media channels for both the B2B and consumer-focused areas of our business."
Established in 1979 and formerly known as Newsline PR, R&Co is a full-service communications agency serving clients across various B2B and B2C sectors including veterinary, property and logistics.
Tagged with: Micheldever Tyre Services, Protyre Autocare, tyre wholesale, tyre retail, PR appointment, social media marketing, EV tyres UK, distribution network, retail network, UK tyre market, sustainability in retail
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