News Room

Yokohama Tire Corporation Hires Strategic Digital Marketing Partner

Agency retained – United Future – specializes in integrated web site, social media and emerging technologies

May 27, 2011

FULLERTON, CA (May 27, 2011) – Yokohama Tire Corporation today announced it has hired Culver City, California-based United Future, (a Wong Doody, Crandall, Wiener company), as its digital marketing agency of record 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,” remarked 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.”

“We’re very excited to be retained by a forward-thinking organization,” remarked 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.”

United Future joins two other agencies of record for Yokohama: PCGCampbell, Inc. (Torrance, CA), which is responsible for all the public relations efforts of the company; and Kovel/Fuller, LLC (Culver City, CA), which is responsible for advertising activities across all media including print, radio and television.
“Yokohama has enjoyed significant growth over the last few years,” said Fred Koplin, director of marketing communications. “Having our strategic partner agencies, which now includes United Future, will help ensure that we build on that strong momentum as we aim to further strengthen brand awareness for the Yokohama name. We couldn’t be more pleased.”

About United Future: United Future is the digital marketing arm of Wong, Doody, Crandall, Wiener – an award-winning, Seattle, Washington-based advertising agency that holds a diverse portfolio of clientele including firms in the automotive, airline, cruise, television network, government and health care. Among its list of clients are Alpine Electronics of America, Alaska Airlines, Holland America Line, ABC Network, ESPN, NY Department of Health and Cedars-Sinai.

About Yokohama: Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes the dB Super E-spec™ – the world’s first tire to use orange oil to reduce petroleum – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama’s extensive product line, visit

Yokohama is a strong supporter of the tire care and safety guidelines established by the Rubber Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the “Tire Safety” section at