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GOODYEAR SPLITS INTERNATIONAL AD AGENCY BUSINESS

 GOODYEAR SPLITS INTERNATIONAL AD AGENCY BUSINESS
 AKRON, Ohio, Sept. 10 /PRNewswire/ -- Goodyear (NYSE: GT) announced


today that it will split its international advertising between two agencies to better meet its global tire marketing needs through customized advertising strategies.
 McCann-Erickson Worldwide, which had been serving all three Goodyear international regions, will continue to work with the European region, according to Dave Hanni, director of international advertising. Leo Burnett Company will take over responsibility for advertising in Goodyear's Asian and Latin American regions, Hanni said.
 "We've had a great working relationship with McCann-Erickson, and we're looking forward to continuing that in Europe," Hanni said. "However, with Goodyear's restructuring a year ago into regional business units, we no longer can support the global advertising approach that made a relationship with only one agency viable.
 "Each region has unique market requirements that dictate an individual approach. We believe Leo Burnett will best be able to help us achieve our business objectives in Asia and Latin America."
 Hanni said Goodyear will continue to build on its strong brand image in Europe and Latin America while working to strengthen its brand in Asia. Emphasis also will be placed on strong retail support in Asia and Latin America, he said.
 -0- 9/10/92
 /CONTACT: Sue Zajac of Goodyear, 216-796-6788/
 (GT) CO: The Goodyear Tire and Rubber Company ST: Ohio IN: AUT SU:


BM -- CL018 -- 8160 09/10/92 15:52 EDT
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Publication:PR Newswire
Date:Sep 10, 1992
Words:235
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