B.F. Goodrich Eyes 7 Shops

NEW YORK B.F. Goodrich has cut to seven semifinalists in the review of its estimated $15-20 million account, according to the consultant conducting the search.

Hasan + Co., of Raleigh, N.C., said 14 agencies returned the request for proposal earlier this month and that the following shops will take part in credentials meetings with the client the week of March 6: Havas’ Arnold in Boston and its sibling McKinney + Silver in Durham, N.C.; Omnicom Group’s BBDO in Atlanta and sibling TBWA\Chiat\Day in San Francisco; Interpublic Group’s Carmichael Lynch in Minneapolis and sibling The Martin Agency in Richmond, Va.; and independent The Richards Group in Dallas.

The following week, the Greenville, S.C., tire company, will meet with about four finalists for a briefing, with final pitches in April, the consultant said. A decision is expected by mid-April.

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. Doner’s advertising has been directed at car and tire enthusiasts and tagged, “Take control.”

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 with Havas’ MPG.