Move Follows Replacement of Top Marketing Executives

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CHICAGO ( -- B.F. Goodrich, a unit of Michelin North America, has put its $16 million account into review.
Goodrich's agency of 16 years -- Doner of Southfield, Mich. -- did not defend the account.

Goodrich’s agency for 16 years, independent Doner, Southfield Mich., has elected not to participate, said the agency's CEO, Alan Kalter.

Changing personnel
The review follows a changing of the guard in Goodrich’s advertising organization. Marketing executives Scott Dishman and Tom Peebles were replaced by Tom Jupena, marketing communications manager, and Owen Schiano, general business director. The review is part of the tire marketer’s “normal process,” said Mr. Dishman, who is now communications manager of sibling Michelin brand.

Goodrich, which didn’t immediately respond to a request for comment, spent $15.8 million on measured media in 2004, according to figures from TNS Media Intelligence.

Michelin's digital account
Mr. Dishman said the Michelin tire brand also consolidated its U.S. digital account at its general creative and media buying and planning agency, Interpublic Group of Cos.’ Campbell-Ewald, Warren, Mich. Having all the same account team and media planners under one roof gave the agency the edge, Mr. Dishman said.

Incumbent Modem Media, San Francisco, was unsuccessful in its quest to defend the digital account. The review’s third finalist was Critical Mass, Calgary. Modem Media also lost its bid to keep the online ad creative and buying account for the B.F. Goodrich brand, which was moved to Critical Mass, Mr. Dishman said.

Goodrich is launching its review as rival Goodyear winds down its search for an agency; a decision is expected by the end of the month.

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Jean Halliday cpntributed to this report.

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