Pirelli Tire North America Inc. has retained a New York marketing consultant to develop its new urban marketing effort and ``Controlled Driving'' campaign.
Pirelli also has partnered with Russell Simmons' nonprofit Hip Hop Summit Action Network (HSAN) to develop the driving campaign, which promotes responsible and safe driving in the urban community. The campaign will touch on Pirelli's tagline, ``Power is nothing without control.''
Pirelli also is extending its urban marketing efforts to include Sean Comb's (P. Diddy) Blue Flame and Daddy's House organizations. Pirelli also will sponsor a major HSAN summit this year to focus on Controlled Driving and HSAN's voter registration.
Pirelli said it has retained Dele Atanda of Ark Agent in New York to develop and manage the urban marketing initiatives.