Bridgestone Picks Optimedia for $100M Media Account

Nashville-Based Tire-Maker Has Been Major Super Bowl Sponsor for Years

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Bridgestone Corp. has selected Publicis Groupe 's Optimedia as its media-buying and -planning agency for the Bridgestone and Firestone tire brands.

The selection follows a review in which a number of large media shops were competing for the more-than-$100-million account. Bridgestone did not respond to requests for comment.

Optimedia will focus on all offline media planning, including broadcast, print and multicultural responsibilities, the agency told Ad Age . The shop's Dallas office will lead the account.

Since 2007, The Richard's Group has handled creative and media as AOR for both brands. It's understood that the Dallas-based shop, which did not respond to requests for comment, is still handling creative for the brands. Ad Age recently reported that the firm also lost its Amstel business.

According to Kantar, the Nashville-based tire-maker spent nearly $120 million on measured media in 2010. Bridgestone has placed bets on its Super Bowl spot for years, and the pricey buy accounts for a large portion of the spend. This year, the brand is once again preparing a commercial and a half-time-show sponsorship.