Goodyear expands advertising role of Akron ad and marketing agency

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Effective February 2007, Akron, Ohio-based Hitchcock Fleming & Associates will handle creative and image advertising and marketing for Goodyear Tire & Rubber Co.'s Kelly tire brand and associate brands, including Fierce, Republic and Remington.

The move from Cleveland, Ohio-based Marcus Thomas was made without an agency review. Hitchcock Fleming has been associated with Goodyear retail marketing for more than five decades, and provides Goodyear with strategic retail leadership and creativity for the Goodyear and Dunlop tire brands.

The multi-purpose agency also has provided work for Goodyear's multichannels, such as its company-owned stores, Just Tires retail stores and independent retailers.

"Kelly has been one of the leading value brands in the tire industry for many years, and Goodyear continues to strategically position it as a key component in the company's overall brand portfolio," says Joey Viselli, Goodyear's director of marketing for North America. "We appreciate the many years of work by Marcus Thomas to build and support Kelly, but it makes sense to consolidate this work with Hitchcock Fleming & Associates.

"As we move forward with all of our relevant brands, it is essential that we coordinate our brand marketing and investment strategies. While Goodyear, Dunlop and Kelly will retain distinct brand equities, this agency consolidation helps to simplify the planning and ensure coordination between brands."

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