Global creative chores on Pirelli tires — returning to Young & Rubicam after 10 years — will be run out of the WPP Group shop’s Milan, Italy office.
Y&R reclaimed the business last month after a review involving five agencies, according to sources. Previously, Y&R handled the business between 1992 and 1999.
Most recently the account was at independent Wieden + Kennedy in Amsterdam, the Netherlands.
Wieden was among the agencies that participated in the review, said sources.
Annual global media spending behind Pirelli is estimated at $35 million. U.S major media spending has been modest in recent years, totaling around $2 million last year and the year before. The total for the first nine months of 2009 was $400,000. Those figures don’t include online spending.
Other key ad markets for Pirelli include the U.S., France, Germany, Spain and the U.K. As such, Y&R’s creative work will be split among several offices.