The Dutch agency 180 has scooped the multimillion-pound pan-European business for Dunlop Tyres in a move which sees Abbott Mead Vickers BBDO ousted from the account.
Dunlop gave the task to 180 after a face-off with Springer & Jacoby International.
AMV was dropped from the pitch at an earlier stage.
180 will be responsible for all creative and strategic activity on the account, which will kick off across the UK, France, Germany and Italy. The campaign will run across TV, press and poster.
180 does not have a network, but has produced highly regarded global creative work for Adidas. A source said: 'Part of the reason for the pitch was dissatisfaction with the BBDO network, but this was not the pre-requisite of the pitch - creative was.'
Media will continue to be handled by Media Mondiale.
Dunlop Tyres and 180 were unavailable for comment.