The agency will focus on the consumer aspect of the business’ marketing, said Tim Haarmann, VP and director of marketing at Digitas and Goodyear account director.
“Our work involves search, display and broad sweep of Goodyear’s consumer Web site presence,” he said. “The work may impact some of the retailers they work with but we’ll be focusing mainly on Goodyear brands.”
Mobile and social media will also be part of the brand’s strategy. John Robinson will be creative director for Goodyear work.
The main challenge, Haarmann said, is keeping Goodyear top-of-mind for tire purchases, an infrequent purchase.
“People typically buy tires within a day or week that they find need them,” he said. “There are about three years between purchases and there’s not a lot of reason to be thinking about them in that meantime, and we want to use digital to keep Goodyear top of mind.”
Last week, Digitas announced it won digital duties for IT brand CA.
Goodyear could not be reached for comment by press time.