Yokohama hires new advertising agency

Aug. 29, 2006

Yokohama Tire Corp. has completed its search and evaluation of advertising partners by selecting Kovel-Fuller Inc. to take assignments for advertising strategy, creative development, media planning, media buying, point-of-sale and other marketing collateral.

The Culver City, Calif.-based agency will work with Yokohama's multiple business divisions, including Consumer Sales, Commercial Sales, and OTR (Off-The-Road) Sales.

"We would like to thank The Arras Group for supporting us the last 14 years," says Fred Koplin, director of marketing communications. "We wish them the best in their future pursuits as we know they do us."

Koplin says Kovel-Fuller will make Yokohama's branding efforts stronger. "We will be more agile and more effective in communicating the Yokohama brand values."

"Making the Advan name stronger in the U.S. will be a central part in our marketing strategy," adds Jim Mayfield, director of Yokohama's Advan brand.

Advan is Yokohama's flagship product line. It is aimed at premium-luxury and performance-minded consumers. For more information on Yokohama's extensive product line, visit