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Bridgestone Americas, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Bridgestone Firestone, a subsidiary of Tokyo-based Bridgestone Corporation and headquartered in Nashville, TN, produces branded and private-label tires for automobiles, motorcycles and machinery. The company also manufactures industrial fibers and textiles, roofing materials, air springs and synthetic rubber. The company is divided into four primary business units: Bridgestone Firestone North American Tire, BFS Retail & Commercial Operation, BFS Diversified Products and Bridgestone Metalpha.

Main Telephone (615) 937-1000
Main Fax (615) 937-3627
Primary Address
535 Marriott Drive
Nashville, TN 37214

Bridgestone Americas, Inc. Contacts

Contacts (5/53)
Name Title State
Christine K. Chief Administration Officer & Chief Risk Officer TN
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (615) 937-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 535 Marriott Drive
Nashville, TN

Philip D. Chief Marketing Officer TN
Kurt D. President - Bridgestone Commercial Solutions TN
John B. President, Consumer Tire Replacement TN
Eduardo M. Executive Chairman, BSEMEA & Chairman, Bridgestone Americas TN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bridgestone Americas, Inc. *******
Firestone Tires ********
Bridgestone Tires ********
Firestone Tire & Service Centers ********
Bandag *

Agency Relationships

Brand Agency Service From To
*********** ********, ***. **&* creative 1994 present
*********** ********, ***. **** *** AOR - media buying & planning 2011 present
*********** ********, ***. ********* *****, *** Social unknown present
*********** ********, ***. *** AOR - creative 2015 present
*********** ********, ***. ******** ******* Brand strategy, integrated communications, promotions & point-of-sale 2011 present

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Score 46 – Future Possibility: Bridgestone hires new VP to lead global digital marketing

Subject: TV, digital, online, social media, mobile, video, radio, sponsorship


Opportunity: Following the recent arrival of new consumer-focused marketers (research here), Giacomo Bertaina has been hired to the newly-created role of VP to lead Bridgestone’s new Global Digital Enablement Center. Reporting to CMO Philip Dobbs, he’ll provide leadership for all global digital marketing activities as part of growing efforts to enhance global digital marketing strategy. Therefore, martech and digital-focused agencies should start making introductions to the new decision maker.

Focus your pitch on Bridgestone’s recent efforts to be more top-of-mind with millennial parents, especially young mothers, when they’re researching tire purchases. As such, millennial direct response and digital acquisition should be at the heart of your pitch, along with female lifestyle, parenting and family-focused media and sponsorship platforms.  Budgets may be limited since Bridgestone is pouring a large part of this year's ad dollars into its Olympic sponsorship. Typically, the company’s advertising levels tend to be highest in the second half of the year. 

Hawkeye, Dallas has handled creative since July 2013. Both relationships are well past the average 2.5-3 year tenure of agency relationships, making this account even more vulnerable. 

Additional Insight

Experience: Bertaina spent the last eight years at IPG’s McCann Worldgroup, lastly as VP, group director and global digital marketing lead. 

Media Spend: Bridgestone has spent about $60 million annually on measured media annually since 2013, according to Kantar Media. Last year, broadcast spending continued to make up about 80% of budget. The remainder is mostly split between display, radio and search. 

TV Breakdown: During the past year, $34.5 million has gone to national TV ads (see targeting right), down from $41.1 million over the same prior year period, reports.

Digital Breakdown: Bridgestone’s display presence during the last year is higher than Michelin’s, but nowhere near Goodyear’s, Moat reports. In fact, if you compare the three over the last year, Goodyear has 78% share-of-voice on desktop compared to 14% and 9% for Bridgestone and Michelin, respectively. All three are running desktop ads mainly on sports and news publishers.

Bridgestone’s weakest area is video where it’s being beat by both rivals, particularly for automotive and entertainment site share. 

Bridgestone North America Tire Operations
535 Marriott Dr.
Nashville, TN 37124
(615) 937-1000

Philip Dobbs 
Chief Marketing Officer
Direct Dial: (615) 937-3970

Giacomo Bertaina
Vice President - Global Digital Enablement Center
(615) 937-1000

Amber Holm
Vice President, Brand Marketing
Direct Dial: (615) 937-6892