Karmarama lands 7m Goodyear Fulda work

Karmarama is understood to have scooped the pan-European advertising business for Goodyear Dunlop tyre brand Fulda.

The tyre manufacturer is believed to have held a pitch involving Karmarama and undisclosed agencies with a view to awarding the business on a project basis. Ad spend is estimated to be in the region of €10m (£6.7m) but this is expected to grow as the tyre brand enters new markets.

Frederic Schilling, the Goodyear Dunlop brand director for associated brands in Europe, the Middle East and Africa, led the agency search. Neither Goodyear Dunlop nor Karmarama were able to confirm an appointment as Marketing Week went to press.

The Fulda brand, which originates from the Goodyear factory in Fulda, Germany, is marketed in the UK as a cheaper alternative in the high-performance and 4×4 sectors. However, Goodyear is aiming to reposition it away from the younger, “boy racer” market, and make it the market-leading, mid-price tyre. It is currently the number two brand in its native Germany and has a 4% market share across Europe.

Universal McCann handles media planning and buying across the Goodyear Dunlop portfolio.

The tyre manufacturer splits advertising duties for its two premium brands Goodyear and Dunlop. Leagas Delaney handles the Goodyear business across Europe, while Bartle Bogle Hegarty scooped the pan-European advertising duties for Dunlop in June last year.

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