Richards Wins Bridgestone Firestone

DALLAS Bridgestone Firestone North American Tire today awarded its $25 million broadcast creative and media account to The Richards Group following a review, the client said.

Richards, a Dallas-based independent, bested Interpublic Group’s Draft FCB Group and Publicis Groupe’s Leo Burnett, both of Chicago, and incumbent Grey of New York, a WPP Group shop, in the final round.

Pile and Co. of Boston served as search consultant.

“After a review process that included several very talented agencies, we are pleased to begin working with The Richards Group,” said John Gamauf, president of consumer replacement tires at Bridgestone Firestone, which is based in Nashville, Tenn.

Richards founder Stan Richards said his agency “looks forward to a long and successful relationship.”

Bridgestone Firestone was the third tire account to go into play in the past six months. Goodyear, which had been with Arnold, awarded its $40 million business in January to IPG’s McCann Erickson in New York. In April, B.F. Goodrich tapped IPG’s The Martin Agency in Richmond, Va., to handle its $15-20 million account.
20 million account.