GSD&M | Agency Profile, Contacts, AOR, Client Relationships
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|Roy S.||Co-Founder & Chairman||TX|
|Duff S.||Chief Executive Officer||TX|
|J.B. R.||Executive Vice President & Chief Marketing Officer||TX|
|******** ********* *********||Media Buying, Media Planning||unknown||present||********|
|********* *****||AOR - creative||unknown||present||*|
|**** *****||media buying & planning||2015||present||*******|
|********* ****||AOR - creative||2000||present||*|
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On the Brink Update: Goodyear promotes marketing executives (Score 61)
Update: CMO, Mike Dwyer, chief customer officer. Andy Traicoff, former VP of sales and customer development, has been promoted to the position of VP of customer experience and will develop an "integrated customer engagement approach."
Analysts expect the automotive tire market to grow at a CAGR of 3.7% during 2018-2026.
Pathmatics report that the company's YTD national TV and digital display spends have amounted to $14.9 million and $2.3 million, respectively.
Agency & martech readers - while, as you're well aware, marketing promotions don't typically signal agency reviews as often as outside hires might, it wouldn't hurt to reach out for potential work. Creative work has been handled by Digitas since 2010; all of these relationships have far surpassed average agency tenure (3-4 years).
Below was originally published on 12/8:
Vulnerable Account Index, is continuing its partnership with NASCAR, an alliance that originally started in 1954. This new partnership will be multi-year, though neither company is elaborating on how long multi-year is. The alliance will continue the "Official Tire of NASCAR" slogan, and allows Goodyear to be the exclusive tire of NASCAR's top three national series.
Remember, Goodyear recently hired Mike Dwyer as CMO and Mike Dauberman as chief digital officer (more info below).
The tire maker's TV spend is up, and digital display is flat. Their top spending period is Q4, and all of their AORs are past average tenure (2.5 to 3 years), so we expect marketing and tech roster changes shortly. (more below.)
Below was originally published on 9/21:
The Goodyear Tire & Rubber Company, based in Akron, Ohio, has added two new members to its executive team: Mike Dwyer as CMO and Mike Dauberman as chief digital officer. Both will lead their respective North American Consumer teams and report to Scott Rogers, who himself was recently named Goodyear's NA consumer president. Specifically. Dwyer will lead brand, product and retail/shopper marketing; interactive and e-commerce; market research; and Goodyear Racing. The role of chief digital officer is a new one for Goodyear, and Dauberman will lead a Digital Center of Excellence and "identify new initiatives to grow the company's consumer business."
Sellers - while Goodyear's digital spend in 2017 is flat to 2016 YTD, it has decreased national TV spend by 35% this year.
Agency readers - come with me as I speculate about Goodyear's agency roster for a minute. here). It is always possible that Havas will retain the account and simply house the two teams in different offices (Michelin work is coming out of Chicago), but it seems unlikely given Dwyer's promotion and the AOR's tenure.
Creative has been with Omnicom's Digitas also joined the roster as Goodyear's first interactive AOR. As with the Havas relationship, these shops are both past average AOR tenure (2.5-to-3 years), which only increases the chances of a review. Keep in mind, too, that Goodyear changed creative shops in 2001, 2006 and 2010, so it is seemingly past its own usual shift pattern.
Experience: Rogers has previously served as CMO of Goodyear's NA tire business prior to his promotion. Dyer was promoted to CMO from his position as head of global brand marketing and Dauberman most recently served as senior director of interactive marketing.
National TV Spend: YTD, iSpot reports that $13.7 million has been spent on national TV ads. These ads have been run all year, but the frequency has picked up as the year goes on. See chart for top targeted shows for 2017.
For the same period last year, Goodyear spent $21.3 million in this channel. For full 2016, Goodyear spent $33.1 million on five national TV ads, which aired year-round.
Digital Breakdown: Per Pathmatics, Goodyear has spent $3 million on digital display ads so far this year (137.9 million impressions). Most of these ads have been online video (73%) and desktop ads (24%). The majority of these ads have been placed site direct (96%) on sites such as usatoday.com, espn.com, nascar.com, walmart.com and youtube.com. This is flat to spend for the same period last year, which was also $3 million. However, this spend garnered double the impressions last year - 354.6 million.
For full 2016, $8.4 million was spent on digital display ads - the bulk of which was deployed during Q4/Q4.