AKRON (June 1, 2004) — Goodyear has formally consolidated its creative and image advertising and marketing for its Goodyear and Dunlop brands to Boston-based Arnold Worldwide.
The account, which had been at Omnicom Group's Goodby Silverstein & Partners of San Francisco, moved without a review. Talks “have been brewing for a couple of months,” an executive told a sister publication of Tire Business last week.
Goodyear said it had worked with Arnold Worldwide for the Dunlop brand for the past two years, and the agency also worked on some marketing elements of the Assurance launch this year.
“As we increase our marketing presence, it is essential that we coordinate our brand marketing and investment strategies,” said Larry Mason, president of consumer tires for the Akron-based tire maker's North American Tire unit. “While Goodyear and Dunlop will retain distinct brand equities, a single agency will simplify planning and ensure coordination between our two cornerstone brands.”
Akron-based Hitchcock Fleming & Associates continues to provide product, promotional and retail advertising support.