The US tyre manufacturer, Goodyear, has parted company with
McCann-Erickson after 40 years, and has handed its pounds 20 million
pan-European advertising account to Leagas Delaney.
Universal McCann has held on to the media planning and buying account,
following a pitch against CIA Medianetwork and Carat.
Leagas beat McCann in a final shoot-out after a four-strong shortlist,
which included Wieden & Kennedy and Springer & Jacoby, was reduced to
two in July.
Rainer Keinath, Goodyear’s European advertising director, said: ’We want
a separate approach to media and creative with each party concentrating
on its core business.’
The creative advertising review has come about as a result of Goodyear’s
withdrawal from Formula 1 racing after a lengthy association with the
sport. Keinath said: ’After 34 years of racing we needed a different
approach. We had to discoverthe core identity of the brand. That will be
the subject of our advertising.’
This identity will remain under wraps until the new advertising is
Keinath said it was too early to say when the campaign will break.
The creative work will be handled centrally out of Leagas Delaney London
and Goodyear’s European headquarters in Luxembourg. However, some
European markets may decide to use Leagas Delaney offices in Paris,
Dusseldorf and Rome.