Key Parker continues journey with Bridgestone

  • Lutterworth-based strategic consultancy extends partnership with Bridgestone
  • Tyre manufacturer ‘very impressed’ by Key Parker’s creativity
  • Consultancy expands current remit and prevails over 10 other agencies

A Lutterworth marketing consultancy has extended its client relationship with Bridgestone UK, after impressing the world’s largest tyre manufacturer with its ‘creativity and ability to understand what motivates its customers.’ Key Parker, which already boasted a six-year relationship with the Warwick based business, came out on top
in a competitive tendering process which involved 10 other creative agencies.

Bridgestone UK outlined a need for an integrated marketing resource across all aspects of the business with a single agency to offer solutions for its consumer, commercial, truck, motorcycle and agricultural divisions. Previously, Key Parker worked solely within the consumer sector of the business.

The tender sought to evaluate creative strength, digital capability and innovative thinking, in line with a new European strategic approach to the increasingly competitive tyre market. As part of the agreement, Key Parker will fully immerse itself in the business with a member of staff working from Bridgestone’s Tachbrook Park
office on a regular basis.

Bridgestone’s marketing communications manager Andy Mathias said:

“We were very impressed by Key Parker’s thinking, creativity and their ability to understand what motivates our customers across all divisions of our complex business. This, coupled with their drive and tenacity meant we found the perfect partners to help
us move forward.”

Key Parker’s client services director Nigel Bromley said:

“We are beyond delighted to be able to continue our relationship with Bridgestone. It also owns the Firestone brand, is a worldwide sponsor of the Olympics and sponsors golf events on the European and Challenge tours. It is a fascinating business boasting a number of passionate people. We really can’t wait to get started.”