Goodyear has named Publicis Groupe as its integrated global agency of record. The tire company is consolidating its media, creative, production, and digital services with the advertising powerhouse. Publicis Groupe will manage the account through a newly formed entity called Publicis P1T Crew.
BBH USA, a Publicly-owned agency, will be the lead creative agency. Will Roland, Global Chief Marketing Officer at Goodyear, said, “We’re bringing talent from around the world together to re-invigorate Goodyear’s iconic brand. Publicis has the strategic vision and creative firepower needed to move quickly. The team’s deep understanding of Goodyear’s legacy and future ambitions will help us drive the brand forward through impactful communications that speak directly to consumers, confidently and boldly.
Goodyear invests approximately $300 million annually in ad media.
Goodyear consolidates media and creative
The company reported advertising costs of $364 million in 2023, down 3% from the previous year, which included costs for cooperative advertising programs with dealers and franchisees. Previously, Colle McVoy and GSD&M handled parts of Goodyear’s account.
The move to consolidate with Publicis Groupe aims to establish a unified voice that reinforces the value of Goodyear’s brands, products, and services. This appointment is part of a broader trend in which clients are increasingly integrating creative and media services, similar to the full-service era before the rise of media independents. The Goodyear account adds to Publicis Groupe’s list of high-profile wins, following its recent global win with Santander.
BBH, initially perceived as an outlier within Publicis post-acquisition, now appears integral to group-wide deals. The agency’s successes underscore Publicis’ growing influence and capability in managing large-scale, integrated campaigns.
