The review of the business, which is estimated to be worth £10 million, is being conducted through the AAR and is in its early stages.
Continental Tyres is looking for an advertising strategy to set its brand apart from other tyre manufacturers in a sector with a rich ad heritage.
The tyre giant works with Lowe in Germany, which produces pan-European advertising. As the incumbent it will be invited to repitch.
Continental's domestic activity is produced by local agencies, which adapt work for their respective markets. In the UK, the account is handled by Palmer Hargreaves Mint (see p2), whose position will not be affected by the European review. Andrew Stanbridge, a PHM director, said: "We are aware of the pitch. This is a process Continental goes through. We only work with the local client and are not part of the pan-European alignment."
Media planning and buying, which is with Zenith Media, is unaffected by the review.