Bridgestone taps Optimedia for media


The tire-maker has been a major Super Bowl sponsor for years: Publicis Groupe’s Optimedia gets both planning and buying for the Bridgestone and Firestone tire brands after a review for the $110 million account. Optimedia will focus on all offline media planning, including broadcast, print and multicultural responsibilities, the agency told Ad Age. The shop’s Dallas office will lead the account.

Since 2007, The Richards Group has handled creative and media as AOR for both brands. Richards is still handling creative moving forward.

Bridgestone has been in the Super Bowl spot for years, and that accounts for a large portion of its annual spend. Bridgestone will once again have a spot  commercial and half-time-show sponsorship in the event.