Yokohama Tire Corp. has hired United Future, based in Culver City, Calif., as its digital marketing agency.

The tiremaker said the addition is part of “an overall corporate strategy aimed at enhancing customer engagement opportunities and managing its brand digitally.”

The agency will develop with Yokohama strategies, implementation tactics and business analytics that will make communicating with the tire maker’s customers even stronger.  

“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,” said Dan King, Yokohama vice president of sales and marketing. “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.”