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Mindshare to handle media duties of Bridgestone Tyres

By Ashwini Gangal , afaqs!, Mumbai | In Media Planning & Buying | January 09, 2013
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Network Advertising has worked on this account in the recent past.

Tyre and rubber manufacturing company Bridgestone Tyres has consolidated its media planning and buying mandate with Mindshare. The development comes on the back of a multi-agency pitch that involved three to four agencies. The process, initiated around September 2012, was held in Mumbai.

Mindshare

Bridgestone

Mindshare held part of the brand's media mandate and Network Advertising held the other part. Now, the entire media mandate has been consolidated with Mindshare.

Network Advertising has also worked on Bridgestone's creative duties in the recent past. The agency had won the account in June, 2011.

Bridgestone Tyres, although present for over a decade in India, turned to mass media communication including television, outdoor and digital, only recently. It remains to be seen how Mindshare will utilise these and other media platforms for brand Bridgestone in 2013.

Bridgestone India began as a joint venture between Bridgestone Corporation of Japan (BSJ) and The Associated Cement Companies of India (ACC), in 1996. Today, the brand has a vast network of more than 1,000 dealers spread across the country.

The aforementioned pitch process also included the evaluation of a few creative agencies. The Bridgestone team is yet to finalise its new creative agency, though. Sources claim the creative and media duties will be consolidated with a single parent group that offers both services.

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