Yokohama inks digital partnership with INK

FULLERTON, Calif. (Feb. 21, 2013) — Yokohama Tire Corp. (YTC) has signed INK Digital Agency to be its digital marketing agency of record.

Yokohama said the Irvine, Calif.-based agency specializes in integrated website, social media and emerging technologies.

"We've been continually advancing on our digital initiatives, from a mobile-friendly website to iPad apps and online tools. Selecting INK was the logical next step," said Fred Koplin, Yokohama director of marketing communications.

"They've worked on a key project with us before, and partnering with them on the rest of our digital activities will help create an even more powerful online experience for our dealers, enthusiasts and consumers in general."

He added that INK will "augment YTC's overall corporate digital strategy, which is aimed at enhancing customer engagement with the Yokohama brand."

INK will be responsible for implementing tactics and business analytics, Mr. Koplin said.

"Our creative, account and digital specialty teams possess extensive top-tier automotive expertise, which we will leverage to benefit Yokohama across trade and consumer channels," said Todd Henderson, co-founder and president of INK. "We were pleased that we bested other prominent agencies in this pitch, thanks to our extensive in-house digital capabilities."

Yokohama said INK joins two other agencies of record for Yokohama: PCGCampbell (Torrance, Calif.), which is responsible for all the public relations efforts of the tire maker; and Kovel/Fuller (Culver City, Calif.), which is responsible for advertising activities across all media including print, radio and television.