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Goodyear Names New CMO for NAT

The NFL has its Bill Parcells coaching tree. Goodyear has its Proctor & Gamble marketing tree. The Akron tiremaker dipped back into the P&G pond by selecting R. Scott Rogers as the new chief marketing officer for its North American Tire unit. Goodyear said it is a new position.

Rogers, 39, will oversee all aspects of advertising and marketing for the company’s consumer tyre business, including the Goodyear, Dunlop and Kelly brands. HE comes to Goodyear after serving as senior vice president of marketing and sales for Norwegian Cruise Lines, and a number of marketing posts with P&G.

Former P&G marketer Cathryn Fischer was hired by Goodyear in 2001 to serve as vice president and chief marketing officer. She resigned two years later. In late 2007, Goodyear promoted Brett Ponton to the then new position of vice president of marketing for the North American consumer replacement business. (Tire Review/Akron)

4th March 2009/by Tyrepress Editors

Toyo to Appear at ‘The Valley’

This year Toyo Tires has secured perimeter advertising at ‘The Valley’ home of Charlton Athletic Football Club. The 50 metres of TV facing, perimeter advertising is positioned on the goal line in full view of the national TV cameras. Sky broadcast matches reportedly attract an average audience of 1,000,000 viewers per game, not to mention news coverage and the highlights shown on ITV’s Championship on Sunday mornings. By the end of the nine months of the Championship season, the hoardings will have been shown at 22 home fixtures.

4th March 2009/by Tyrepress Editors

Goodyear Announced New Senior Marketing Position

Goodyear Tire & Rubber has appointed R. Scott Rogers to the position of chief marketing officer for the company’s North American Tire (NAT) consumer business. In this newly created role, Rogers will oversee all aspects of advertising and marketing for the company’s consumer tyre business, including the Goodyear, Dunlop and Kelly brands.

Before joining Goodyear, Rogers, 39, served as senior vice president of marketing and sales for Norwegian Cruise Line since 2005. Prior to that, he held a number of positions for The Procter & Gamble Company between 1992 and 2005.

3rd March 2009/by Tyrepress Editors

Bridgestone Take Advertising Centre Stage at Super Bowl

Often dubbed “advertising’s biggest stage,” Super Bowl XLIII viewers on 1 February will see two new adverts by Bridgestone, broadcast alongside the NBC network’s coverage of the biggest event in American Football. The famous Halftime Show will also be sponsored by the manufacturer; an honour indeed since Bruce Springsteen and the E Street Band will be trading in their wings on some – presumably Bridgestone-shod – wheels for the event.

Two 30-second commercials named “Taters” and “Hot Item” will be aired at the end of the first and during the third quarter. The ads’ production team have aimed at creating fun, memorable commercials that emphasise the performance of Bridgestone tyres. The first features Mr. and Mrs. Potato Head – two of toy giant Hasbro’s most beloved characters – making their Super Bowl debut when their excursion on a picturesque mountain road takes an unexpected turn. The second spot takes viewers to Titan, Saturn’s largest moon, on which two music-loving space travellers cruise around in a space vehicle equipped with high-performance Bridgestone tyres.

27th January 2009/by Tyrepress Editors

Michelin Man ‘On the Buses’

The Michelin Man, will be seen on buses across the UK for the next few months as the leading French tyre manufacturer launches a bus-back advertising campaign for its new Energy Saver car tyres. The advertising campaign sees Bibendum take pride of place on the back of 53 buses operating within fleets across the UK, all of which are Michelin fleet customers.

Peter Snelling, UK head of communications at Michelin Tyre plc explained: “As far as we are aware, this is a completely unique campaign, where the brand advertised is also being used on the medium – or vehicle – to communicate this important message. Using buses that are fitted with our latest Michelin tyres seemed a very good and logical approach.

24th October 2008/by Tyrepress Editors

Goodyear Promotes Safety in New Ad Campaign

Goodyear is highlighting the safety aspects of its products through a new integrated advertising campaign. The advertisement, created by London based agency Leagas Delaney, utilises the iconic Goodyear blimp, portraying the airship as a flying laboratory housing a team that looks after drivers on their journey.

The safety message is bolstered by statistics highlighting the safety benefits of Goodyear’s innovations, and the campaign also introduces a new endline – ‘Safety Together’ – and a new corporate identity. The campaign will be shown across Europe, the Middle East and Africa, encompassing TV, print and point of sale.

23rd October 2008/by Tyrepress Editors

Cooper Makes Marketing Promotions

Cooper Tire & Rubber Co. has promoted David Craig to director of channel marketing. In his new role, Craig will be responsible for developing marketing programs to support Cooper brands in various distribution channels. Most recently, Craig was in charge of Cooper’s North American advertising.

Concurrently, Cooper promoted Steve Sawyer to director of brand/product management, with responsibility for aligning products and brand strategy. (Tire Review/Akron)

16th October 2008/by Tyrepress Editors

Bridgestone Promotes BT-016 Bike Tyre in Pedrosa Campaign

Bridgestone UK has initiated a new media campaign featuring MotoGP star Dani Pedrosa to promote its hypersport BT-016 motorcycle tyre. According to wholesaler Bike Tyrestore, the BT-016 has quickly become established as one of the most popular choices for riders of sports and hypersports bikes, following it’s launch earlier this year.

Homing in on the widely publicised decision by MotoGP star Dani Pedrosa to switch from Michelin tyres to Bridgestone in the later stages of the 2008 World Championship, the high profile advertising campaign will catch readers of most of the main two-wheel consumer magazines, including the big selling weekly Motorcycle News.

15th October 2008/by Tyrepress Editors

Apollo – We Want to Do Something for Indian Tennis

Apollo Tyres continues to refute suggestions that the company is trying to control tennis in India. According to the Times of India, the company made this point clear on October 14 while stating again it would not give out details of spending on the ‘Mission 2018’ tennis project.

In September the All India Tennis Association (AITA) accused Apollo of launching a misleading advertising campaign, and it asked the company to be more ‘transparent’. The Association demanded information on how much Apollo had so far spent on the programme.

14th October 2008/by Tyrepress Editors

Continental Sponsors Paul Merton TV Series

Continental Tyres are sponsoring Channel 5’s new Paul Merton in India series, which started on 8 October. Following on from the successful series on China, Paul tours India exploring many areas and aspects of the country’s culture. Media agency PHWT worked with Continental to create a number of sponsorship idents that will run throughout each programme in the series. These focus solely on the Continental tyre which rolls across the screen creating a continuous orange line. The tyre always stays in a straight line, whilst the line constantly changes shape to form iconic landmarks from across the globe.

10th October 2008/by Tyrepress Editors

Pistorius to Pitch for Pirelli

Pirelli has signed an agreement with the South African athlete Oscar Pistorius – the double amputee sprinter, who uses carbon fibre blades – to become a “global spokesman” for the company; a position that will eventually lead to a starring role in the manufacturer’s advertising. Pistorius, who is already sponsored by Pirelli, holds the world records for the 100m, 200m and 400m and will – the Italian giant hopes – take on a similar iconic significance in its promotional materials to Carl Lewis, who appeared in adverts for the company in his prime.

Mario Tronchetti Provera said of the Blade Runner, “Pistorious is an extraordinary person. We are happy to be able to give him our support. For Pirelli, he could represent our new Carl Lewis; his story witnesses to the fact that will, passion and technology can vanquish any obstacles, improving the lives of many.”

11th September 2008/by Tyrepress Editors

Toyo Web-Based Ad Development System

Toyo Tire U.S.A. Corp. has launched Toyo ADS (Advertising Development System), a Web-based program that enables Toyo dealers to create their own unique ads for newspaper, print, direct mail and in-store materials. This tool makes it possible for any dealer with a computer, Internet access and a printer to make first-rate ads to promote their own business, according to Toyo.

The password-protected Web site features a step-by-step ad-builder with customizable templates. Dealers create their own print ads using Toyo brand items, product photography and logos along with their own company logo and contact information. The templates also include value-added specials such as a tune-up, brake inspection, oil change and wheel alignment. Personalized ads are saved on the site and can be easily updated at anytime with new products, prices, sizes and sales promotions.

9th September 2008/by Tyrepress Editors

Hankook Australia Launches New Website

Hankook Tyre Australia has launched a refreshed and revamped website in an effort to regenerate the company’s brand in the domestic market.

José Angeles, the associate marketing manager of Hankook Tyre Australia stated that “The renewed Australian website incorporates key visuals, structure and localised content consistent with the global website… This website is a user-friendly experience suitable for anyone, be they a young racer searching for the latest street-legal performance tyres or an elderly couple looking for the closest Hankook dealer.”

21st August 2008/by Tyrepress Editors

You’ll Be Amazed – the Kwik-Fit Fitter is Back

There were – thank goodness – no dance routines or jaunty jingles, and not be a jumpsuit in sight, but in spite of these trimmings being absent the Kwik-Fit fitter burst back onto television sets on the evening of August 18 – after the company responded to customer requests to bring back one of Britain’s most loved advertising icons.

To confess you remember the Kwik-Fit fitter’s original screen debut is to admit you’re getting on a bit – amazingly, it’s been nearly a quarter of a century since the legendary Kwik-Fit fitter first landed in our living rooms on September 11th, 1984. The company says that the fitter has grown up during his absence, and he now represents the face of a new Kwik-Fit.

19th August 2008/by Tyrepress Editors

Pirelli Appoints New Global Advertiser

Wieden & Kennedy Amsterdam are set to start work on Pirelli’s global advertising campaign. The account – reported to be worth £18 million – was awarded following meetings at which creative ideas were discussed. Pirelli has a reputation for creativity and innovation in advertising, making the manufacturer’s signature a highly-prized scalp for W&K.

The iconoclasm of the brand is not lost on managing director of W&K Amsterdam, Lee Newman, who noted the company’s “charisma” and “soul”. Executive creative director for the advertising firm, John Norman was equally taken with the Italian giant’s presence: “We are ecstatic to be partnering with the Pirelli brand. Their heritage of design and provocative style are a perfect match for W&K’s creative approach.”

24th July 2008/by Tyrepress Editors