Bridgestone Tires hired Publicis Dallas to lead strategy and creative, after seven years working with independent agency The Richards Group, also based in Dallas.
Bridgestone Tires spent $44 million in advertising across media in 2012, according to Kantar estimates.
"We're absolutely thrilled to add the Bridgestone logo to our client roster," said Sally Kennedy, CEO of Publicis Dallas. Kennedy referred other questions about the business to the brand, which could not immediately be reached.
Publicis Dallas also works on brands like CiCi's Pizza, Nestea, and Terminix.
Despite the shift in strategy and creative assignment, The Richard's Group's will retain sports marketing duties for Bridgestone.
"We are proud of the great work that our sports and entertainment group, Haymaker, does for Bridgestone, and are pleased that they will continue their partnership with the brand," said The Richards Group in a statement.