Pirelli picks DDB for global account

Pirelli, the world's fifth largest tyremaker, has appointed DDB Paris as its global ad agency after a competitive pitch.

Carl Lewis: the athlete stars in one of Pirelli's most famous ads from the 90s
Carl Lewis: the athlete stars in one of Pirelli's most famous ads from the 90s

DDB Paris won the brief after a pitch, led by Guido Maestri, the global chief marketing and retail office, against undisclosed agencies earlier this year.

Pirelli has tasked the Omnicom agency with developing Pirelli’s global marketing platform as well as coordinating work in all its key markets. The brief also includes product support and sponsorships, like Formula One.

Bartle Bogle Hegarty was the incumbent on the account, having picked up the business in 2008.

Before BBH, Pirelli used Y&R for its advertising. Y&R created the famous "power is nothing without control" ad, featuring sprinter Carl Lewis, for the brand in the 1990s.

Wieden & Kennedy Amsterdam and Leo Burnett have both also held the tyre brand’s global advertising account in the past.

Earlier this month it was reported that China National Chemical Corp had put in a £5.1 billion bid for Pirelli.

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