Firestone will spend 70% more on ads to re-energize brand

A new Firestone campaign narrated by country singer Trace Adkins urges motorists to "drive a Firestone," recasting the brand as a "car company" offering tires and service facilities that keep average cars on the road. The brand plans to spend 70% more than the usual $35 million to $45 million on the new Leo Burnett USA campaign, "to re-energize the Firestone brand," says Philip Dobbs, chief marketing officer at Bridgestone Americas Tire Operations.

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