The Martin Agency Resigns BF Goodrich Account

By Patrick Coffee 

The Martin Agency and BF Goodrich, the tire company now owned by Michelin, have decided to end their relationship after nearly ten years. The IPG agency told us in a statement that the two parties collectively decided that they would not be the “right partners” for one another moving forward, and a BF Goodrich spokesperson confirmed.

Martin first signed the Greenville, S.C.-based tire company in 2006, beating Carmichael Lynch and The Richards Group; AOR Doner did not defend the business at the time.

Over the past nine years, Martin has created a variety of work for the brand, which once cast none other than the late Joan Rivers in a less-than-saucy 70s spot. Last year, the agency helped turn the client’s drop-a-tire-out-of-an-airplane stunt into an ad promoting its new truck tire model.


Martin’s most recent notable work was its series of “unskippable” ads for longtime client GEICO. The shop also scored two new business wins at the end of 2014 in the form of Tic Tac and Ritz; its first “Life’s Rich”-themed work for the latter client debuted earlier this month.

BF Goodrich declined to comment on whether it plans to launch a formal creative review in the wake of Martin’s resignation.