The Goodyear Tire & Rubber Company has consolidated its media, creative, production and digital services assignment with Publicis Groupe.   

The holding company will handle the account via a new entity it is calling Publicis P1T Crew. Colle McVoy and GSD&M had previously serviced parts of the account.   

Goodyear reported advertising costs of $364 million in 2023, down 3% from the prior year. That included costs for its cooperative advertising programs with dealers and franchisees. The company did not break out measured media expenditures.   

According to Goodyear the move is designed to establish a unified voice that reinforces the value of its brands, products and services.  

The P1T Crew will be led creatively by BBH USA. Other agencies involved were not disclosed.  

Will Roland, Global Chief Marketing Officer, Goodyear stated, “We’re bringing talent from around the world together to re-invigorate Goodyear’s iconic brand, and Publicis has the strategic vision and creative firepower needed to move quickly. The team’s deep understanding of Goodyear’s legacy and future ambitions will help us drive the brand forward through impactful communications that speak directly to consumers, confidently and boldly.”