McCann-i, the interactive division of McCann Erickson, has won the digital advertising account for Goodyear Dunlop after a three-way pitch.
McCann-i won the £1m business following a pitch against incumbent Carlson Marketing and one other undisclosed agency. It will be responsible for Goodyear Dunlop’s brand ‘experience’, corporate, dealer network and product activity.
It will also work on Dunlop’s relaunched brand-experience site, driversknow.co.uk, which includes motorsport reports, interactive features, offers and promotions.
Last year, Goodyear Dunlop hired Karmarama for a £7m pan-European brief to advertise its Fulda tyre brand (MW August 24, 2006). It is thought the agency is working on a project basis initially.
The tyre company aims to reposition the Fulda brand as the market-leading mid-priced tyre beyond its core German and Polish markets.
Bartle Bogle Hegarty won the pan-European account for Dunlop in 2005 after Goodyear Dunlop sought to differentiate its two main brands in Europe.