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July 09, 2013 02:00 AM

Bridgestone Americas to move advertising account

Rupal Parekh, Advertising Age
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    DALLAS—Bridgestone Americas Inc. is moving its Bridgestone-brand advertising account for North America to Publicis Dallas, ending a seven-year relationship with crosstown shop Richards Group.

    The move reunites the Bridgestone- and Firestone-brand accounts under one agency. Bridgestone moved the Firestone-brand account—including the Firestone Complete Auto Care retail business—to Publicis' Leo Burnett U.S. unit in April 2012.

    Richards Group's Haymaker unit retains Bridgestone's sports marketing business, however.

    "Overall, we believe this team has the right combination of strategy, creativity, commitment and service to excite our customers and further deepen their relationship with our Bridgestone brand," Philip Dobbs,

    Bridgestone Corp., the parent of Bridgestone Americas, spent $85 million on U.S. measured media in 2012, with the largest chunk—about half the total figure—devoted to marketing the Bridgestone tire brand.

    Bridgestone did not say when the agency's first work would debut.

    Bridgestone's current "Time to Perform" sports-themed advertising campaign—featuring humorous vignettes of how basketball, football and hockey could be transformed using Bridgestone polymer technology—has been running since January 2012.

    Sports marketing is a separate promotional tool, however. Bridgestone has established "official tire" status with the National Football League and National Hockey League, and the Firestone brand is a sponsor of Major League Baseball's All-Star Game.

    "Sports marketing is an important part of our brand-building strategy," Dobbs said, "and we are pleased that Haymaker will continue to support us in this area."

    Other major accounts handled by Publicis include CiCi's Pizza, Nestle's Pure Life brand and Terminix. Publicis Dallas is part of Paris-based Publicis Groupe.

    Bridgestone's current Firestone-brand advertising, the "Drive a Firestone" campaign, debuted in September 2012.

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