The account was awarded without a review. Neither the marketer nor the ad agency returned calls by press time.
Partnership with Italian agency
In a prepared statement, the independent agency said it won the account through its recent global partnership with Armando Testa, Italty's largest ad shop and since 2000, agency for the marketer's Italian parent, Pirelli S.p.A.
The incumbent in North America was Brighton Advertising, an independent shop in Orange, Calif.
The tire brand spent $1.2 million in measured media last year, according to TNS Media Intelligence/CMR.
WestWayne's first work will be for the tire marketer's 2004 campaign.