ROME, Ga. (Oct. 21, 2002)—Pirelli Tire North America (PTNA) has reorganized its marketing department and announced that Peter Tyson, Pirelli Group´s worldwide director of brand support based in Milan, will assume a dual role by also accepting the post of vice president of marketing communications for PTNA.
Pirelli's North American subsidiary also named Tim Tanner director of trade marketing for PTNA. Mr. Tanner will be based in the unit's Rome, Ga., headquarters, reporting to Riccardo Cicchi, vice president of sales and marketing, and will be responsible for all promotional activities.
At the same time, the company said Kevin Gilhuly, former director of marketing communications, was named regional sales director for the Mid-Atlantic area.
The company said Mr. Tyson joined Pirelli UK in 1984 and was director of marketing there before moving to Milan in 1993 to implement the globalization of Pirelli Tire's advertising. In that role he led the development of advertising campaigns featuring super athletes Carl Lewis, Marie-Jose Perec and Ronaldo. The theme, “Power is nothing without control,” frequently used in Pirelli advertising was developed under his creative reign.
PTNA President and CEO Guy Mannino said that even though Mr. Tyson has not been based in the U.S., he has been the principal architect of the marketing strategy for the North American market place for a number of years.
“By allowing him to wear two hats, Milan is confirming their commitment to provide a stronger marketing and sales effort for our dealers,” Mr. Mannino said.