ATLANTA WestWayne said it has been tapped as lead agency for Pirelli Tire North America without a formal review.
The independent shop will replace incumbent Brighton Advertising of Orange County, Calif. Italian agency Armando Testa handles the tire company's international ad account.
WestWayne will work with Armando Testa to develop broadcast and print advertising for the North American market. The Atlanta agency will also handle media buying.
Billings are not disclosed. The Italian tire manufacturer spent about $1 million last year in primarily trade print ads per TNS Media Intelligence/CMR. Pirelli spends an estimated $30 million internationally on advertising, according to sources.