Assignment Moved From Goodby Without a Review

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NEW YORK ( -- Tire maker Goodyear Tire & Rubber Co. moved the creative portion of its advertising account to Havas' Arnold Worldwide, Boston, according to an executive familiar with the matter.

The account, which was at Omnicom Group's Goodby Silverstein & Partners, San Francisco, moved without a review. Talks "have been brewing for a couple of months," said the executive.

Goodby tagline
"We don't work for Goodyear anymore," said Jeff Goodby, co-chairman of Goodby Silverstein. "They will continue to use our tagline but are moving away from brand work." (The tagline is "On the wings of Goodyear.")

Arnold referred calls to the client. Calls to Goodyear were not returned at press time. Goodyear spent $47 million in measured media in 2003, according to TNS Media Intelligence/CMR.

The marketer is familiar with Arnold because the agency has for nearly three years handled its Dunlop brand. Arnold sibling Media Planning Group is responsible for Dunlop media buying and planning.

No decision on media
The decision about media buying and planning on the Goodyear account has not yet been made, according to the executive familiar with the situation.

For Goodby, this latest loss comes a month after the departure of the $125 million AT&T Wireless account. The cellular service provider dropped brand advertising in anticipation of its sale to Cingular Wireless.

Comeback for Arnold
Arnold is on the comeback trail, following a lackluster showing in 2003, when the agency participated in numerous reviews but won few. Losses included soy milk Silk and Monster Worldwide. In January, Arnold CEO Ed Eskandarian told Advertising Age, "I'm going to do whatever I have to do. If I have to figure out a strategy for a client, I'll do it. If I have to pitch a piece of business, I'll do it." In 2004, Arnold progressed to the final round of the $400 million Verizon Wireless review and in April won creative responsibilities for shoemaker Timberland, which spent $11 million in measured media last year.

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