m/SIX has won the media business for Bridgestone Europe, the world’s largest tyre and rubber company, across Europe.
As the Olympic Winter Games PyeongChang 2018 is happening in Pyeongchang, m/SIX will begin its first campaign to support Bridgestone’s Worldwide Olympic Partnership. The strategy, based around data-driven fame, aims to build effective impact on a European scale and will see brand conversations continue across multiple channels.
This strategic approach will embody the m/SIX new way of working. Structured around the way consumers ‘flow’ across the new media landscape, the strategy will see intelligent data systems fused with smart tech to enable a more agile and responsive deployment of Bridgestone’s resources.
m/SIX will lead Bridgestone Europe on this journey of digital transformation across a number of European markets. Spend will be shifted from more traditional channels, as used previously by Bridgestone, to more addressable, yet scalable, media channels like digital display and video.
Liesbet Willems, Head of Bridgestone brand at Bridgestone Europe, commented on the new partnership, “We are happy to onboard m/SIX as one of our key agency partners for Bridgestone in Europe. Born in the digital age, their agility and capability to transform data into action will enable us to accelerate on our key strategic initiatives. This new partnership will support us in driving scale for our Olympic Partnership, inspiring our consumers with our Chase Your Dream, No Matter What brand campaign and support the launch of our new Bridgestone touring tyre Turanza T005.”
Ben Brown, EMEA Agency Lead at m/SIX, said of the new win, “We are very excited to have been chosen by Bridgestone Europe to help deliver their digital transformation agenda across a number of markets. m/SIX will be applying our Flow Planning approach, assisting Bridgestone in understanding their audience through behavioural data signals and responding with flexible communications across all media channels.”
The multi-million euro, multi-market win further amplifies m/SIX’s journey of global expansion, having opened 17 new European markets in 2017. This follows the on-boarding of Toyota Motor Europe and Lexus Europe, subsequent to The&Partnership creative and media win at the end of 2016.