Pirelli Tire Seeks Wider U.S. Track

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

WestWayne won the Pirelli Tire creative and media account last week with a pitch that expands the appeal of the Italian brand beyond the sports-car set, stressing safety, durability and performance.

“Historically, people have seen Pirelli as tires for your Porsche, but they need to take the credibility established in the high-end racing-tire market and broaden it to [drivers] of Volvos and Lexus,” said Jeff Johnson, the Atlanta shop’s president and CEO.

Previous ads, created by Pirelli’s European agency, Armando Testa in Torino, Italy, focused solely on the brand’s performance.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in