DDB Paris won the brief after a pitch, led by Guido Maestri, the global chief marketing and retail office, against undisclosed agencies earlier this year.
Pirelli has tasked the Omnicom agency with developing Pirelli’s global marketing platform as well as coordinating work in all its key markets. The brief also includes product support and sponsorships, like Formula One.
Before BBH, Pirelli used Y&R for its advertising. Y&R created the famous "power is nothing without control" ad, featuring sprinter Carl Lewis, for the brand in the 1990s.
Wieden & Kennedy Amsterdam and Leo Burnett have both also held the tyre brand’s global advertising account in the past.
Earlier this month it was reported that China National Chemical Corp had put in a £5.1 billion bid for Pirelli.