SBD/July 3, 2013/Marketing and Sponsorship

Bridgestone Changes Creative Agency Of Record, But Expected To Stay In Super Bowl

Bridgestone's former agency will continue to provide some help on the account
Bridgestone Americas has named Publicis, Dallas, as its "lead creative and strategic agency," ending a seven-year relationship with The Richards Group, Dallas, according to Rupal Parekh of AD AGE. The Richards Group "was responsible for numerous Super Bowl ads for the tiremaker." Bridgestone Americas CMO Philip Dobbs indicated that the relationship with The Richards Group "isn't totally over," as Haymaker, the agency's sports marketing arm, will "continue to help on certain aspects of the account." Dobbs in a statement said, "Sports marketing is an important part of our brand building strategy, and we are pleased that Haymaker will continue to support us in this area." Parekh noted Bridgestone is the official tire of the NFL and is "likely to continue being a Super Bowl advertiser" (ADAGE.com, 7/2).
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