Kovel-Fuller, which replaces long-time ad agency The Arras Group, will handle Yokohama’s advertising strategy, creative development, media planning, media buying, point-of-sale and other marketing collateral.

"We would like to thank The Arras Group for supporting us the last 14 years," said Fred Koplin, Yokohama’s director of marketing communications. "We wish them the best in their future pursuits as we know they do us. We have every confidence that Kovel-Fuller will make Yokohama’s branding efforts stronger. We will be more agile and more effective in communicating the Yokohama brand values."