BRIDGESTONE/FIRESTONE SEARCHING FOR NEW AGENCY
By Adnews Staff
Bridgestone/Firestone Canada of Mississauga, Ontario is searching for a new ad agency to re-build its Firestone brand. Shortlisted for the account, which includes the Bridgestone tire brand as well, are Grey Canada, Groundzero Marketing Communications, a joint pitch from Jam and Bates Canada, and a fifth unidentified agency. Toronto-based Communiqué was Bridgestone/Firestone's agency of record for everything except retail advertising and some specific projects. Communiqué's participation in this review has not been confirmed or denied. Retail advertising was previously handled by Jam. A decision is expected next month. Wendy Kubota, vice president of the corporate practice at Toronto's Langdon Starr Ketchum, Bridgestone/Firestone's PR agency, said the first job of the new agency will be to re-build the Firestone brand. The company issued a recall of Firestone tires earlier this year.