Bridgestone Hires M/SIX To Drive New European Media Approach

M/SIX replaces UM, which had held the Bridgestone account since '14.GETTY IMAGES

M/SIX won the pan-European media business for global tire brand Bridgestone after a "competitive pitch," according to Omar Oakes of CAMPAIGN LIVE. The account moves from UM, which had held the account since '14. The media agency's first campaign on behalf of the client will support Bridgestone’s Worldwide Olympic Partnership in Pyeongchang. Bridgestone's media strategy, "based around data-driven fame, aims to build effective impact on a European scale" and will see brand conversations continue across multiple channels. M/SIX said that the approach would embody the agency’s "new way of working" by using "intelligent data systems fused with smart tech to enable a more agile and responsive way of using Bridgestone’s resources." The brand’s spend will also be shifted from "more traditional channels to more addressable media channels like digital display and video, which it argues are more scalable" (CAMPAIGN LIVE, 2/20).