Karmarama nets Goodyear Dunlop tyre task

Goodyear Dunlop has appointed Karmarama to launch a pan-European campaign to promote its Fulda tyre brand. The agency will intially work on a project basis.

The appointment follows a pitch handled by Frederic Schilling, the Goodyear Dunlop brand director for associated brands in Europe, the Middle East and Africa. Leagas Delaney, Goodyear's agency of record, also competed for the business.

The tyre manufacturer is aiming to reposition the Fulda brand and make it the market-leading mid-priced tyre beyond its core German and Polish markets.

The Fulda tyre is currently targeted at the younger, "boy racer" market. Fulda is the number-two tyre brand in its native Germany, and it has a 4 per cent share of the European market. 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.

Before that, the brand had spent five years with 180 Amsterdam after moving out of Abbott Mead Vickers BBDO in 2001.

Dunlop also uses Agency Republic for its digital marketing and Claydon Heeley for its direct marketing.