Yokohama's US branch hires Kovel-Fuller as new ad agency

Fullerton, California -- Yokohama Tire Corp., the US subsidiary of Japan's Yokohama Rubber Co. Ltd, has hired Kovel-Fuller Inc. to handle its advertising strategy, creative development, media planning, media buying, point-of-sale and other marketing functions.

The agency, based in Culver City, California, will cover Yokohama's divisions, including consumer, commercial and off-the-road.

"Making the Advan name stronger in the US will be a central part in our marketing strategy and having Kovel-Fuller at our side to do just that primes us better for another period of substantial growth," said Jim Mayfield, director of the Advan brand for Yokohama Tire Corp.

From Rubber & Plastics News (A Crain publication)