Dunlop Tire will tout its position as a preferred equipment provider to high-performance car makers, as well as the brand's racing heritage, in an upcoming North American campaign, said Cathy Fischer, chief marketing officer for Dunlop parent Goodyear.
Following a review that concluded last week, Arnold in Boston was added to Dunlop's roster and is charged with crafting ads to meet those specifications. In the same pitch, Amsterdam shop 180 retained European advertising duties. Bartle Bogle Hegarty, London and New York, was a finalist.
"The original plan was actually to try to get a single global agency," said Fischer. "But we knew going in that we had a slightly different situation in Europe [where the brand name is well known] versus North America."
The client is expected to spend $25-30 million globally on ads this year, with the North American push likely to get the lion's share, sources said. Spending in the U.S. was only $2-3 million in 2001 and about $1 million in 2000, according to CMR.
Marcus Thomas of Cleveland has handled domestic retail chores for Dunlop and "will be involved to some de gree" in upcoming ads, Fischer said, though the agency's role remains to be defined.
Recent U.S. ads have been tagged "Drivers know," a line that probably will be scrapped as Arnold refines a "highly integrated campaign" it presented in the pitch, said agency president Fran Kelly.
Arnold will confer with Good year lead agency Goodby, Silverstein & Partners, San Francisco, to ensure that "there isn't cannibalization of customers be tween the two brands," Fischer said.