ATLANTA B.F. Goodrich has awarded its $15-20 million creative and media account to The Martin Agency, the client said today.
Martin, an Interpublic Group shop in Richmond, Va., beat IPG sibling Carmichael Lynch in Minneapolis and independent The Richards Group in Dallas in the final round of a review. The incumbent, independent Doner in Southfield, Mich., did not defend.
This is Martin's second new-business score in less than a week, following its victory in the $80 million Discover Financial review [Adweek Online, April 19].
"From our first phone call to the final presentation, the Martin team demonstrated a passion and enthusiasm for our brand that reflects an intimate understanding of our products' technology and rich motorsports history," said Kaz Holley, brand director at B.F. Goodrich.
The Greenville, S.C.-based company made a surprise visit to Martin late Friday to announce the company's decision.
"They pulled up two B.F. Goodrich Tires-sponsored racing cars, revved the engines, popped champagne corks and held up B.F. Goodrich banners to start a celebration with our entire company," said Cliff Sorah, a creative director at the shop. "I've been at The Martin Agency almost 20 years and it was one of the most special moments of my career."
Martin said it would begin work immediately on media planning a print campaign.
Hasan + Co., a consultancy based in Raleigh, N.C., oversaw the review.
"All three final presentations were powerful," said Hasan Ramusevic, president of Hasan + Co. "In the end, the decision was based on the total experience that the B.F. Goodrich team had with the agencies from start to finish."