Richards Group Wins Bridgestone's $20 Million Advertising Account

Independent Dallas Agency Beats Out Incumbent Grey Worldwide

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DETROIT (AdAge.com) -- Bridgestone Firestone North American Tire today named Richards Group, Dallas, creative and media agency of record for both brands after a review.
Richards is scheduled to start work immediately on Bridgestone's new advertising creative. It will take charge of media buying in 2007.
Richards is scheduled to start work immediately on Bridgestone's new advertising creative. It will take charge of media buying in 2007.

The independent will start work immediately on a new Bridgestone campaign, while incumbent WPP Group's Grey Worldwide, New York, will finish the year on media buys, Michael Fluck, advertising and internet manager told Advertising Age.

Four Finalists
Grey, which has held the account since 1998, was among four finalists. The others pitching for the estimated $20 million business were Interpublic Group of Cos.' Draft FCB, Chicago, and Publicis Groupe's Leo Burnett, Chicago. Pile & Co., Boston, was the consultant.

Early in 2005 Bridgestone broke what it called its most extensive mass-market ad blitz ever. Featuring a remix of the Rosanne Cash song "The Wheel," Grey created 22 versions of Bridgestone brand TV spots, combining 30-second and 15-second spots that were used throughout the Americas and translated into French and Spanish. The commercials spotlighted individual Bridgestone tires, including Potenza and Blizzak, plus a brand-image spot with all four of its products.

Grey tapped photographer and director Matthew Rolston -- whose credits include music videos for Madonna and TV commercials for Gap, L'Oreal, and Levi's -- to create the spots. The tire maker said in 2005 the campaign required more than 820 auditions to find the best dancers and skaters. The shoot lasted 14 days, using over five miles of film.
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