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Goodyear hires San Francisco ad agency

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Both Goodyear Tire & Rubber Co. and Michelin North America Inc. were reviewing new ad agencies. Goodyear's review is complete.

The winner of the company's estimated $60 million advertising account in the United States is Goodby Silverstein & Partners, based in San Francisco, Calif. Goodby, which replaces J. Walter Thompson Co., bested four others down the stretch, including Austin, Texas-based GSD&M, according to Adweek.com.

McCann-Erickson, which also was in the running, will continue to represent the brand in 30 countries. Another firm, Leagas Delaney, is responsible for some Goodyear advertising in Europe.

Michelin put its Michelin brand domestic account with DDB New York up for review in February, shortly after Goodyear announced its ad agency review. The Michelin account is reportedly worth $35 million. DDB Worldwide will continue to handle Michelin advertising in five other countries.

Michelin says it is expanding its marketing approach "beyond pure mass communications to a highly integrated mass media and relationship marketing strategy." The expansion will be led by Michelin Brand Manager Alison Heiser, who will take over as vice president of marketing for Michelin Americas Small Tires on May 1.

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