Goodyear set to put all pan-Euro DM into one agency

LONDON - Goodyear Tyres is looking to consolidate its pan-European direct marketing account into one below-the-line agency.

The company has drawn up a shortlist comprising a mixture of UK and overseas agencies. The review is expected to be completed within weeks.

Work by the winning agency will focus on below-the-line and promotional ideas for each of the company's European markets. The move follows Goodyear Dunlop's recent decision to appoint its first European brand director for the Goodyear brand.

The company appointed Paul Joosten, the former vice-president of marketing services at the cosmetics company Coty. Joosten's brief was to ensure that the company's European marketing strategy successfully differentiated between the Goodyear and Dunlop brands. The appointment followed a comprehensive restructure that saw the company part with 216 members of staff.

Goodyear's UK managing director, Bill Hall, is part of the client team overseeing the pitch. The review will not affect the company's other roster agencies. Leagas Delaney will keep the creative account and Universal McCann will continue to handle the media planning and buying

Last year, Goodyear signed up to Vehiclemedia's "Bikemedia" initiative, which enabled the company to advertise on the back of courier companies' bikes. The campaign supported Goodyear's first TV campaign for several years. It carried the strapline: "We discover, you discover."

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