The company has shortlisted Euro RSCG, McCann Worldgroup, Ogilvy & Mather and Traffic for the business, with pitches taking place next month.
In recent years, Goodyear has worked with agencies on a project-by-project basis, but is concerned that this has led to the erosion of brand equity.
It is now keen to work with a single agency across its entire creative business. Most recently, Goodyear appointed Euro RSCG Bangkok to handle the launch of its new tyre brand DuraPlus.