Yokohama Tire Corp. has hired United Future, a Wong, Doody, Crandall, Wiener company, as its digital marketing agency of record in an overall corporate strategy aimed "at enhancing customer engagement opportunities and managing its brand digitally."
In its newly-appointed role, Culver City, Calif.-based United Future will work with Yokohama to develop strategies, implementation tactics and business analytics that will make communicating with the tire maker’s customers even stronger.
“There is a fundamental shift taking place in the way customers communicate,” says Dan King, Yokohama vice president of sales and marketing. “Increasingly, customers are using digital channels to talk and not just with companies but with other consumers as well -- seeking their reviews on products, opinions or support in general.
"To effectively address this emerging need, companies will have to master the new digital front, and that’s why United Future is the perfect partner for us.”
United Future joins two other agencies of record for Yokohama:
1. PCGCampbell Inc., based in Torrance, Calif., is responsible for all the public relations efforts of the company.
2. Kovel/Fuller LLC, based in Culver City, is responsible for advertising activities across all media including print, radio and television.
“Yokohama has enjoyed significant growth over the last few years,” says Fred Koplin, director of marketing communications. “Having our strategic partner agencies, which now includes United Future, will help ensure that we build on that strong momentum as we aim to further strengthen brand awareness for the Yokohama name.
For more information on Yokohama’s extensive product line, visit www.yokohamatire.com.