The agency won the business following a three-month review process. It saw off its sister Omnicom agency, Proximity, in a final head-to-head pitch after a selection process from a longlist created by the AAR.
Claydon Heeley will work alongside Leagas Delaney, Goodyear's above-the-line agency, on the Goodyear brand across 11 key European markets. These include the UK, Germany, France, Spain and Italy.
Goodyear wants its below-the-line activity to reflect more closely its brand work and to build better relationships with customers. Claydon Heeley's remit includes customer relationship management, retail work and guerrilla marketing activity.
The review was overseen by Eric Bequin, the European marketing services director at Goodyear. Bequin said: "We were impressed by the level of commitment and creativity that was demonstrated by all of the agencies, but eventually we reached a unanimous decision to work with Claydon Heeley.
"The choice was made on criteria such as business understanding, strategic recommendations and the ability to create ideas that are creative but that are also easy to implement in a complex distribution environment."
Goodyear's brand director, Paul Joosten, was also involved in the process.
He praised Claydon Heeley "because not only did it come up with a variety of exciting ideas, it also truly understands the value of brands and how Goodyear should operate below the line".
Nigel Jones, the chief executive of Claydon Heeley, said: "Anyone who has bought a tyre in the past few years will be acutely aware of the unique challenges posed by the retail environment. There is a big opportunity now for Goodyear to create a brand presence below the line that cuts through the clutter and better reflects the above-the-line work."
Claydon Heeley also works on a pan-European basis for clients such as Calloway Golf and Mastercard.