• December 11, 2000

Bridgestone/Firestone said it will start a major ad campaign in 2001 seeking to win back market share lost after the company's tires were linked to 148 U.S. fatalities. The tire company recalled 6.5 million tires in August.

The new ad campaign will involve television and print and is being developed by Grey Worldwide New York, part of Grey Global Group. The company said it is working to save its relationship with the Ford Motor Company, and the two are working to pin down the cause for the failure of Firestone tires on Ford's Explorer sport utility vehicles.-Chris Griffin