Goodyear hunts for Fulda launch shop

Goodyear Dunlop is looking for a creative agency to launch a pan-European campaign to promote its Fulda tyre brand.

The tyre manufacturer is aiming to reposition the Fulda brand and make it the market-leading mid-priced tyre following the appointment, which is understood to be on a project basis.

The search for an agency is being handled by Frederic Schilling, the Goodyear Dunlop brand director for ass- ociated brands, Europe, the Middle East and Africa.

The tyre is currently targeted at the younger, "boy racer" market. Goodyear Dunlop hopes to refocus its communications towards the core Fulda market of buyers interested in a mid-price brand.

Fulda is the number-two tyre brand in its native Germany and has a market share of 4 per cent in Europe. Its competitors in the mid-price bracket include Firestone, BF Goodrich and Uniroyal.

Bartle Bogle Hegarty won the pan-European advertising duties for Dunlop in June last year, after Goodyear Dunlop called a pitch to differentiate its two main brands in Europe. The brand previously spent five years with 180 Amsterdam after moving out of Abbott Mead Vickers BBDO in 2001.

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