YTC hires digital marketing partner

As part of what it calls “an overall corporate strategy aimed at enhancing customer engagement opportunities,” Yokohama Tire Corporation has appointed United Future its digital marketing agency of record. In this new role, the California-based agency will work together with Yokohama to develop strategies, implementation tactics and business analytics.

“There is a fundamental shift taking place in the way customers communicate,” remarked Dan King, Yokohama Tire Corporation’s vice president of sales and marketing. “Increasingly, customers are using digital channels to talk and not just with companies but with other consumers as well – seeking their reviews on products, opinions or support in general.

“To effectively address this emerging need, companies will have to master the new digital front and that’s why United Future is the perfect partner for us,” King continued. “Their expertise across multiple digital channels and their incisive approach to integrate them – website, social media, content management systems and mobile applications – will help Yokohama create a powerful user experience never before seen in the tyre industry.”

“We’re very excited to be retained by a forward-thinking organisation,” remarked Scott Holmes, managing partner at United Future. “Even more exciting is the fact that creating an integrated web experience fuelled by social media is just the beginning. The interaction habits of the tyre consumer are evolving as technology evolves and we are proud to have a partner in Yokohama that’s fully vested in its commitment to continually make the customer its primary focus.”

United Future joins two other agencies of record: PCGCampbell, which is responsible for Yokohama’s public relations; and Kovel/Fuller, which is responsible for advertising activities across all media, including print, radio and television. “Yokohama has enjoyed significant growth over the last few years,” said marketing communications director Fred Koplin. “Having our strategic partner agencies, which now includes United Future, will help ensure that we build on that strong momentum as we aim to further strengthen brand awareness for the Yokohama name. We couldn’t be more pleased.”