- US tyre manufacturer Goodyear has parted company with McCann-Erickson after 40 years, and has handed its £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 McCanns in a final shoot-out after a four-strong shortlist which originally included Wieden & Kennedy and Springer & Jacoby, was reduced 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 own core business."
The creative advertising review has come about as a result of Goodyear's withdrawal from Formula 1 racing after a 34-year association. Keinath said: "After 34 years of racing we needed a different approach. We had to discover what is the core identity of the brand. That will be the subject of our advertising."
The core identity will remain a secret until the new advertising is unveiled. Keinath said it was too early to say when the campaign will break, but said it would take a while.
The creative will be handled centrally out of Leagas Delaney London and Goodyear's European headquarters in Luxembourg. However, some European markets may use Leagas' offices in Paris, Düsseldorf and Rome.
Bruce Haines, Leagas' group chief executive, said: "This is a fantastic win for us for two reasons. First, it demonstrates our capabilities across Europe by using the expertise of our new offices. Secondly, and most importantly, it gives us the opportunity to work with a team of people who are ambitious to develop Goodyear to an unassailable position in the market."