m/Six, backed by WPP and The&Partnership, has won the media business for Bridgestone Europe. The brand had previously worked with UM in the region.
Confirming the appointment, Liesbet Willems, Head of Bridgestone brand at Bridgestone Europe, stated, “We are happy to onboard m/Six as one of our key agency partners for Bridgestone in Europe. Born in the digital age, their agility and capability to transform data into action will enable us to accelerate on our key strategic initiatives,” including its Olympic sponsorship.
To that end the agency began its first work for the client in support of its advertising and promotional efforts during the ongoing Winter Games.
Ben Brown, agency lead of Europe Middle East and Africa region at m/Six, stated that the shop “will be applying our Flow Planning approach, assisting Bridgestone in understanding their audience through behavioral data signals and responding with flexible communications across all media channels.”
The win comes amid an aggressive expansion plan by m/Six--it opened new offices in 17 European markets in 2017. That followed the award of creative (handled by The&Partnership) and media assignments from Toyota Motor Europe and Lexus Europe, at the end of 2016.