What you need to know:

• Industry sources have confirmed Bridgestone has launched a search for a combined data and creative agency.
• The tyre brand is transitioning from a wholesaler into a service-based business, following the acquisition of Lube Mobile.
• Internally, the business has also hired a new National Head of Marketing, former Bank SA marketing lead David Honner.

Service overhaul

Global tyre brand Bridgestone is on the hunt for a new local creative and data agency, running a joint pitch in the hope of finding a partner that can deliver both.

Bridgestone Australia declined to comment on the pitch, however, industry sources confirmed the account is in play.

The move comes as Bridgestone aims to broaden its business, moving from a largely wholesale business and deeper into services following the acquisition of car servicing brand Lube Mobile in 2019.

As such, Bridgestone will place significant efforts into a campaign focused on driving not only the Lube Mobile brand but its extensive network of servicing sites.

The company is also investing in its data capabilities to underpin its brand campaign, alongside digital acquisition strategy.

It is understood this could involve the increased use of dynamic and geo-targeted creative to raise awareness of the brand through owned and earned performance channels.

Double dip

The tie-up between data and creative has been an ongoing trend in recent years, as brands seek a deeper understanding of the impact creative is having on their digital channels, lead generation and sales.

Creative shops such as DDB provide this through their internal agency Tribal, while the likes of Publicis have stitched together agencies Performics and Merceberbell to create a one-stop-shop for digital, tech and creative. Most of the other big ad networks and some of the consulting firms have built or are building similar capability.

Internally, Bridgestone has also gone through a shake-up within its marketing department, as long-time National Marketing Manager Tom Pitman exited the business for automotive brand Mitsubishi.

Former Bank SA Head of Marketing David Honner stepped into the role at the start of this year. Honner will work alongside Brand & Retail Marketing Manager Katrina Schulz on the ongoing transformation project.

In late 2019, Bridgestone also completed an overhaul of its customer loyalty program, developing "Bridgestone Benefits", which integrated existing customer communications and engagement and point of sale (POS) data from its national store network to create a single customer view.

The data was used to track and estimate when customers would be in the market for new tyres and their preferred communications method. 

Following its launch, the footfall of members in-store was 30% more than non-members, while customer basket value increased 16% compared to non-members, according to the company.