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 (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.