Pirelli instigates £18m worldwide media review

Pirelli is reviewing its $30m (£18m) global media business after switching its creative account out of Young & Rubicam into Italian agency Armando Testa.

Pirelli is reviewing its $30m (&£18m) global media business after switching its creative account out of Young & Rubicam into Italian agency Armando Testa (MW July 17).

The account is held by Y&R’s media planning arm, the Media Edge, and buying agency Mediapolis. A source close to the company says it is unlikely that Media Edge will retain the business.

He adds: “It’s a global review and the decision will be made in Milan. The contract runs until September, so there is no sense of urgency.”

Armando Testa has its own media shop, Media Italia, which has three offices in Italy and partnerships with Mediatop, in France and Booth Lockett & Makin, in the UK. However, Pirelli is thought to be talking to a number of agencies.

A decision will be made by a committee comprising senior management, including Pirelli’s director of advertising and public relations, Andrea Kerbaker.

Y&R won the tyre manufacturer’s account five years ago and introduced the famous “Power is nothing without control” tagline, featuring Carl Lewis wearing a pair of red stilettos.

Pirelli ads recently featured Brazilian footballer Ronaldo who was controversially photographed mimicking the Cristo Redentor statue overlooking Rio de Janeiro, Brazil.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here