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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
USA

Bridgestone Americas, Inc. Contacts

Contacts (5/54)
Name Title State
Christine K. Chief Administration Officer, Executive Vice President & 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
37214
USA

Duke N. Senior Vice President & Executive Chairman TN
Philip D. Chief Marketing Officer TN
Kurt D. President - Bridgestone Commercial Solutions TN
John B. President, Consumer Tire Replacement Sales, BFNT 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 1997 present
*********** ********, ***. **************** AOR - digital unknown present
*********** ********, ***. *** ** **** **************, ***. direct response unknown present
*********** ********, ***. **************** AOR - digital unknown present
*********** ********, ***. *** AOR - creative 2015 present

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DailyVista

Millennial Engagement Opps: Bridgestone promotes consumer tire brand marketing VP


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

Company: world's largest tire maker

Opportunity: Promoted CPG marketing veteran Amber Holm to VP of brand marketing for its US and Canada Consumer Replacement Tire segment (passenger cars and light trucks). In this role, she’ll lead  brand-building and digital marketing efforts, among other areas. While Holm isn’t CMO, Holm is still a crucial marketing lieutenant to engage for consumer focused Bridgestone and Firestone work and advertising revenue – the bulk of Bridgestone’s ad budget.

Agencies – we received a tip earlier this year that Bridgestone would review its agency roster (research

Sellers - Bridgestone has been making a bigger millennial parents and American Tire Distributors (see chart right). Furthermore, ages 18-34, especially women, are more likely to purchase tires online and shop exclusively online. As such, millennial direct response and digital acquisition should be at the heart of your approach, along with female lifestyle, parenting and family focused media and sponsorship platforms.  

Bridgestone is already widely considered to be a Tier 1 product; it needs to be more top-of-mind at the beginning of the replacement consumer tire  decision making process.

Additional Insight

Experience: Holm has been with Bridgestone since May 2014 as director of advertising, promotions and retail branding. She’s credited for her instrumental role in developing and executing the Truck Stuff” campaign

Before the tire maker, Holm spent about 13 years at General Mills, culminating as senior marketing manager in the Big G Cereal Portfolio, the food giant’s largest operating division.  She succeeds Erik Seidel, who was promoted to sales VP earlier this year.

Media Spend: Bridgestone has spent about $60 million on measured media annually since 2013, according to Kantar Media. Broadcast spending made up 83% of last year's budget, up from 76% in 2013. Q1 has been the lowest buying period since 2013, meaning you should focus your energy more on Q2 and Q3, Bridgestone’s top buying periods.

TV Breakdown: Since January, $34.6 million has supported national TV ads, down from $36 million over the same period last year (see targeting right), according to iSpot.tv. This year, buys have been spread out, whereas in 2014 most TV didn’t start airing until May.

Digital Breakdown: Bridgestone’s display continues to primarily target target sports, news and auto publishers, Moat reports. Top sites include nhl.com, pgatour.com, gasbuddy.com, parents.com, nfl.com, weather.com and forbes.com. The most display ad activity comes from NFL team homepages, which makes sense because Bridgestone is the official tire of the NFL.

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

Philip Dobbs 
Chief Marketing Officer
Direct Dial: (615) 937-3970
dobbsphilip@bfusa.com

Amber Holm
Vice President, Brand Marketing
Direct Dial: (615) 937-6892
holmamber@bfusa.com