Goodyear Selects Digitas as Interactive Agency

Goodyear selected Publicis-owned Digitas to be its interactive agency of record. The assignment spans digital media planning and buying, consumer Web development, social media marketing, mobile marketing, search advertising, and CRM activities.

Additionally, the tire company named Omnicom’s GSD&M Idea City to replace Interpublic-owned McCann Erickson as its brand advertising agency. According to a statement, Boston-based Digitas will develop a “transformational, unified consumer web platform” for the tire maker, whose U.S. operations are based in Akron, OH. Digitas will work with GSD&M and other Goodyear agencies.

Both assignments followed a review.

Goodyear North America CMO Scott Rogers said the relationships “will allow us to enhance the skill set of our total agency roster, enabling improved communications to consumers and shoppers across the total marketing spectrum.”

For Digitas, the Goodyear win comes on the heels of another assignment, that of IT software company CA Inc., which it will assist with interactive creative and strategy.