Arnold takes creative lead for Discount Tire

The agency will oversee creative duties for both Discount Tire and America’s Tire

Arnold has been appointed creative agency of record for Discount Tire following a competitive review, taking responsibility for national advertising across the retailer’s brands as it looks to strengthen consumer engagement and brand relevance.

The agency will oversee creative duties for both Discount Tire and America’s Tire, the banner used by the company’s retail operations in parts of California, Pennsylvania, New Jersey and New York. The first work under the partnership is scheduled to launch this spring, with additional activity rolling out throughout the summer.

Agency to lead national creative efforts

Founded in 1960, Discount Tire operates more than 1,275 stores across 40 US states. The retailer selected Arnold as it seeks to deepen emotional connections with consumers in a category that traditionally attracts low levels of engagement.

The appointment comes as many consumers continue to keep vehicles for longer periods due to economic pressures, increasing the importance of vehicle maintenance and creating an opportunity for the brand to reinforce its position in the tire retail market.

Campaign focuses on customer experience

The campaign platform, Everything revolves around you, positions Discount Tire as a brand focused on meeting customers’ needs and simplifying the tire-buying process.

Campaign activity will highlight the role the retailer plays in everyday life, using humour and human-centred storytelling across a range of channels including broadcast, OTT, radio, streaming audio, out-of-home, social media, PR and grassroots marketing.

Spotlight on services and convenience

Creative executions will feature both brand-led storytelling and customer-focused services, including Treadwell, Discount Tire’s proprietary tire recommendation tool, and its Buy Online, Pick Up In Store offering.

Val Bettini, chief client officer, Arnold: "We’re thrilled to partner with Discount Tire, a brand that has earned extraordinary trust by consistently showing up for customers in ways both big and small. This is the kind of opportunity that excites us most: helping a category leader tell a bigger story that reimagines what people expect from the category."

Tom Williams, chief experience officer, Discount Tire: "From the beginning, there was a strong connection between our team and Arnold – rooted in a shared belief that putting customers first is what drives lasting success. They understood the values that have defined Discount Tire for decades: humility, service, and always doing right by the customer. Just as importantly, they brought a strategic and creative vision for how to communicate our brand in an empowering way to consumers. We’re excited about what we can build together."

www.arn.com

www.discounttire.com

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