The Goodyear Tire & Rubber Company

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The Goodyear Tire & Rubber Company

1144 East Market Street

Akron, Ohio 44316-0001

USA

Telephone: (330) 796-2121

Fax: (330) 796-2222

Web site: www.goodyear.com

ON THE WINGS OF GOODYEAR CAMPAIGN

OVERVIEW

Upon regaining its title as the world's largest tire manufacturer in 1999, the Goodyear Tire & Rubber Company broke sales records and was busy collecting the tattered market shares of its competitors. Its competitor Bridgestone/Firestone Retail & Commercial Operations suffered notably in 2000, when tires made by the company malfunctioned, causing some 200 deaths. In an attempt to gain even more ground over the competition and create a campaign outside of its traditional format, Goodyear decided to embark upon a new campaign.

Goodyear awarded its $60 million advertising contract to San Francisco-based Goodby, Silverstei...

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