NEW YORK (Feb. 14)—Goodyear will boost advertising spending worldwide 30 percent this year to take advantage of increased consumer sensitivity to quality when shopping for tires, according to Robert Keegan, Goodyear chief operating officer. In addition to increased spending, the media mix will change, with some traditional outlets being eliminated, Keegan said. "We need to increase the effectiveness of our message," he told analysts in New York, "and the efficiency of our media selection. We´re rethinking everything." In North America, ad spending will be spread over the G3 brands—Goodyear, Dunlop and Kelly—while advertising in Europe will support Goodyear and its affiliated brands. In emerging markets the focus will be on the Goodyear brand. Goodyear is expected to select a new ad agency in the coming weeks, after it split with J. Walter Thompson, the tire maker´s agency of record for 15 years. The company´s annual spending has been estimated at $60 million, according to ad industry sources.