AKRON, OH: Goodyear has selected Coyne PR, Parsippany, NJ, as its first AOR in several years. The decision comes after a four-month search that included Weber Shandwick and MS&L as finalists.
Ed Markey, VP of PR and communications for Goodyear's North American tire division, said he was impressed with Coyne's strategy, tactics, quality of ideas and the chemistry with Goodyear team.
"The combination of their strength in those areas put them over the top," he said.
Billings were not disclosed, but Markey noted that 2006 would bring about six separate projects for Coyne, including a new product launch in February.
In addition, Goodyear will turn to Coyne as it starts to expand its brand identity from automotive to consumer-products company, per Markey.
Tom Coyne, president of Coyne PR, said Goodyear's strategy aligns with the agency's; Coyne's clients include such consumer-focused companies as Hard Rock Caf? and Casio.
"We connect brands with consumers every day," he said. "Our goal is to make relevant placements for people."
He added that media outreach would "stretch across the full gamut" and include online, print, broadcast, and radio.