B.F. Goodrich Cuts to 3 Shops

NEW YORK Three finalists will make presentations next month in the review for B.F. Goodrich’s $15-20 million creative and media account, the consultant confirmed.

Raleigh, N.C., consultancy Hasan + Co. identified the shops as Interpublic Group’s The Martin Agency in Richmond, Va., its sibling Carmichael Lynch in Minneapolis, and independent The Richards Group of Dallas.

Not advancing were Havas’ McKinney in Durham, N.C., its sibling Arnold in Boston, and Omnicom Group’s TBWA\Chiat\Day in San Francisco.

The consultant said Omnicom’s BBDO in Atlanta withdrew last week citing workload.

Finalists will be briefed on their assignments next week, with presentations taking place at the client’s Greenville, S.C., headquarters in late April. A decision is expected soon thereafter.

B.F. Goodrich, a unit of Michelin North America, called a review of its creative and media business late last year [Adweek Online, Dec. 9]. The 16-year incumbent, independent Doner in Southfield, Mich., handled both parts of the account and declined to defend. Tagged “Take control,” Doner’s advertising has been directed at car and tire enthusiasts.

B.F. Goodrich is the second major tire company to hold a review in recent months. Goodyear in January awarded its $40 million account to IPG’s McCann Erickson in New York after a review that became a shootout between McCann and Publicis Groupe’s Saatchi & Saatchi, also in New York. The New York office of consultancy Jones Lundin Beals managed that review. (Arnold was Goodyear’s incumbent.)

In both cases, client-side executive changes prompted an agency search. Goodyear’s media, however, was unaffected by the review and remains at Havas’ MPG.