Yokohama hires strategic digital marketing partner

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Updated Jun 1, 2011

Yokohama Tire Corp. announced it has hired Culver City, Calif.-based United Future as its digital marketing agency in an overall corporate strategy aimed at enhancing customer engagement opportunities and managing its brand digitally. In the newly-appointed role, United Future will develop with Yokohama strategies, implementation tactics and business analytics that will make communicating with the tire maker’s customers even stronger.

“There is a fundamental shift taking place in the way customers communicate,” says Dan King, Yokohama vice president of sales and marketing. “Increasingly, customers are using digital channels to talk and not just with companies but with other consumers as well – seeking their reviews on products, opinions or support in general. To effectively address this emerging need, companies will have to master the new digital front, and that’s why United Future is the perfect partner for us. Their expertise across multiple digital channels and their incisive approach to integrate them – website, social media, content management systems and mobile applications – will help Yokohama create a powerful user experience never before seen in the tire industry.”

United Future joins two other agencies of record for Yokohama: PCGCampbell Inc. of Torrance, Calif., which is responsible for all the public relations efforts of the company; and Kovel/Fuller of Culver City, Calif., which is responsible for advertising activities across all media, including print, radio and television.

“We’re very excited to be retained by a forward-thinking organization,” says Scott Holmes, managing partner at United Future. “Even more exciting is the fact that creating an integrated Web experience fueled by social media is just the beginning. The interaction habits of the tire consumer are evolving as technology evolves, and we are proud to have a partner in Yokohama that’s fully vested in its commitment to continually make the customer its primary focus.”