Since the 2008 winter season, the specialists at Concept Factory Advertising Agency have been responsible for all digital communications for the tire manufacturer from Hanau.

As with every client, the team at CF began with an in-depth study of the client's business. As Holger Sistig, Business Development Manager at CF says: "The right place to begin optimisation can only be revealed by fully understanding the business model."

Individual strategic measures include maintenance and ongoing development of the German online presence (www.goodyear.de) according to corporate design guidelines. New product launches are also supported with the use of microsites such as www.optigrip.eu/de and www.efficientgrip.de.

Within this working agreement, CF is also responsible for search engine optimisation (SEO) and search engine marketing (SEM), the development of a dealer forum and a website for the mutual campaign "Highway Hero" by Goodyear and the German Automobile Club (Automobilclub von Deutschland – AvD): www.highwayhero.de.

The agency plays an important consulting role in online media planning. CF gains valuable insights from their thorough analyses of user behaviour, which are essential in optimising digital communications measures.

A new newsletter system was implemented to simplify communications with dealers and retail customers. Again, CF is responsible for design, implementation and regular electronic distribution of the latest news.

In 1999, the management of the full-service agency decided to focus on online media, which has proved to be a good move. Within 10 years, Concept Factory has continually expanded its competence base and added many added-value services along the way.

Today, CF is considered an online specialist and is able to offer clients all services from one source.