According to sources, it has called roster agencies McCann Worldgroup, Euro RSCG, Ogilvy & Mather and Melbourne-based Traffic to take part in the review.
Sources close to the review have indicated a request for proposal was sent to the agencies involved at the beginning of the week. The business is thought to include creative and digital.
Sources close to the review have indicated a request for proposal was sent to the agencies involved at the beginning of the week. The business is thought to include creative and digital.
Goodyear has traditionally taken a product-by-product approach to its advertising, appointing different agencies to different briefs. It also has a decentralised structure, with local offices having a large amount of control over marketing activity.
“Recently it has seen brand equity being eroded through this tactical approach,” said one source close to the pitch. “It wants to have a look at a more brand-oriented approach.”
In July, Goodyear appointed Euro RSCG Bangkok to handle the regional creative for new tire brand DuraPlus. The agency won the business after a three-way pitch.
Goodyear’s Q2 profits for 2009 in Asia-Pacific of US$57 million was a record for the region in any quarter, driven by growing volumes in China and in India.
