Goodyear consolidates media, creative and digital services with Publicis Groupe

By Abimbola Mohammed

The Goodyear Tire & Rubber Company has announced a strategic consolidation of its media, creative, production, and digital services with Publicis Groupe.

The global advertising and communications giant will manage the account through a newly formed division, Publicis P1T Crew, taking over responsibilities previously held by Colle McVoy and GSD&M.

In 2023, Goodyear reported advertising expenditures of $364 million, marking a slight 3% decrease from the previous year. This figure includes costs related to cooperative advertising with its network of dealers and franchisees, though the company did not specify its measured media spending.

The decision to consolidate is aimed at creating a more unified brand message that highlights the value of Goodyear’s products and services. Publicis P1T Crew will be led creatively by BBH USA, with other agencies involved, though they were not disclosed.

Will Roland, Goodyear’s Global Chief Marketing Officer, commented, “We’re bringing together talent from around the world to revitalize Goodyear’s iconic brand. Publicis offers the strategic vision and creative expertise we need to act quickly. Their deep understanding of both Goodyear’s rich history and future goals will help propel the brand forward with impactful communications that speak directly and confidently to consumers.”