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Looks like Goodyear 'got there' with ad campaign

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Goodyear Tire & Rubber Co. and its advertising agencies were awarded an Effie Award on June 4 for the 2007 Goodyear "Get There" marketing campaign.

Goodyear's brand marketing team, led by Joey Viselli, Goodyear brand director, and Marty Kozar, director of marketing services, worked closely with three agencies -- McCann Erickson, MPG (Media Planning Group)/Arnold Worldwide and Hitchcock Fleming & Associates Inc. -- on the award-winning campaign.

"We worked hand-in-hand with Goodyear to identify two key themes that define the company," says Kevin Scher, executive vice president and group managing director for McCann Erickson.

"First, Goodyear has enormous historic power and a tremendous emotional bond with consumers because it owns one of the most successful brand-building tools, the Goodyear blimp. Second, Goodyear is also a global leader as a technological innovator across all of its product lines and businesses. So we married these two themes, creating a campaign that resonates with history but celebrates the future."

Five television ads that leveraged the consumer equity of the Goodyear blimp were produced. They featured conversations between a veteran blimp pilot and a young, eager-to-learn pilot.

The Effie Awards recognize advertising that has had the greatest impact on the advertiser's bottom line, and celebrate the creative ideas and strategies that make a marketing campaign successful. The 2007 Effie Award win follows on the heels of an Ogilvy Award for marketing research excellence, which Goodyear won in April.

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