Dunlop Tyres, the global tyre manufacturer, is embarking on an overhaul of its pan-European creative advertising arrangements. The decision could result in the account moving out of Abbott Mead Vickers BBDO.
At this stage the move will affect only Europe, but sources close to the business say a global centralisation could follow.
The incumbent, BBDO, Springer & Jacoby International and 180 have been invited to pitch for the business. Historically, AMV has produced campaigns that have run across various European markets.
The review will not affect Dunlop's media account, which is handled by Media Mondiale.
The agencies presented for the business earlier this week. The pitches were led by the European offices of Springer & Jacoby in Frankfurt, BBDO in Berlin, and 180 in Amsterdam. The review is being overseen by Geraldine McGovern, the UK marketing services manager, who confirmed that an appointment will be made by the end of the year.
The pan-European campaign will run across TV, press and print, and plans to take the brand online are under consideration. The company has recently appointed BBM Carlton to spearhead its move into the online arena.
'We are looking at all sorts of advertising and marketing activities and what synergies we can get out of our new union with Goodyear,' Stuart Wyss, the product planning manager at Dunlop Tyres, said.
Initial work will run in the European markets of the UK, France, Germany and Italy.
The company has not advertised in the UK over the past two years. However, AMV has produced award-winning work for the Dunlop brand in the past. The agency created the surreal 'magician' TV commercial in 1993, which was featured in Campaign's Hall of Fame last year.
The ad was written by Tom Carty, art directed by Walter Campbell and directed by Tony Kaye.
Goodyear entered into a joint venture agreement with Sumitomo Rubber Industries, Dunlop's parent brand, in June last year. The agreement means the two tyre brands retain their autonomy and remain competitors in the market, but will enable the two brands to share resources.
However, Goodyear's advertising will not be affected by the Dunlop review.
'They are different brands with different product offerings and cultural backgrounds,' Wyss said.
Leagas Delaney took the Goodyear account from McCann-Erickson last year after a protracted pitch.