Goodyear Tire & Rubber advertising & marketing assignments

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Selected Goodyear advertising

Goodyear is the world's third largest tire manufacturer (behind Bridgestone and Michelin, but above Continental), but #1 in North America, and #2 in Europe. It sold around 155m tire units in 2019, almost three-quarters of them to consumers as replacements and the balance on an OE basis to car manufacturers. In addition to tire manufacturing operations in more than 20 countries, it manages an extensive chain of around 1,000 service centres under the Goodyear or Just Tires name. In 2018, the company merged its wholesale distribution network in the US with that of rival Bridgestone to create a new independent joint venture, TireHub. It also launched a bizarre new tire design, Oxygene, in which living moss is embedded inside the tire's sidewalls to absorb moisture from the road and also extract carbon dioxide from the atmosphere. Goodyear is also well-known internationally for its fleet of advertising blimps, which it has operated since 1925, and which revolutionised TV coverage of football games with their overhead footage. As well as the main Goodyear range it controls several supporting tire brands including Dunlop tires in most but not all countries, budget-priced Kelly in the US, Fulda in Germany, Debica in Poland and Sava in other Central European markets. Profits have bounced up and down for several years, but revenues have been in steady decline as a result of stiff competition. The total for 2019 was $14.7bn (from almost $21bn in 2012), and the company reported a net loss of $311m. Rich Kramer is chairman & CEO. Until recently, the company maintained a global alliance with Sumitomo Rubber Industries of Japan, former owner of the Dunlop brand. Goodyear moved to dissolve that partnership in 2015, acquiring full rights to the Dunlop consumer car tire brand in North America, Europe and Japan, but not motorcycle tires or sales to Japanese manufacturers. The company was founded in 1898 by Frank Seiberling, who named it in honour of Charles Goodyear, the man who had discovered the process of vulcanisation which allowed for commercial rubber manufacturing. Yet Goodyear himself had no connection with the company. He died in poverty 30 years before it was established, having sold licenses for his process to a variety of more astute businessmen for far less than it was worth.

Capsule checked 4th January 2021

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Recent stories from Adbrands Update:

Adbrands Daily Update 23rd Feb 2021: Goodyear announced a deal to acquire smaller rival Cooper Tire for around $2.5bn; a little less than annual revenues last year. Founded in 1914, Cooper is the 5th largest tire manufacturer in North America, and #13 globally, with operations in 15 countries. Its brands includes Cooper, Mastercraft, Roadmaster and Mickey Thompson. The Cooper brand is particularly strong in the light truck and SUV segments.

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