Leo Burnett Worldwide won the creative work for Firestone, besting other review finalists Cramer-Krasselt and Publicis Dallas. The assignment covers both the company's tires and its retail network of 2,200 stores, Firestone Complete Auto Care.
Revenue for the Firestone account—owned by Bridgestone Americas Tire Operations—is estimated at $2 million a year. The business has been handled by The Richards Group, which will continue to work on the company’s Bridgestone brand. Leo Burnett is leading the account out of its Chicago office.
The agency review was conducted by Boston-based Pile & Co.
Bridgestone chief marketing officer Philip Dobbs said in a statement that the company intends to “invest more” in its Firestone tire brand but did not offer specifics about an increase in marketing support.
Optimedia handles media planning and buying for Firestone as well as Bridgestone.