The agency will develop the tyre firm's direct strategy in 11 countries. Its remit will include customer relationship management, point-of-sale work and ambient marketing.
Dunlop is keen to use below-the-line activity to bolster its relationship with tyre retailers across Europe.
The review was overseen by EMEA marketing services director Eric Bequin alongside a team from Dunlop's five major markets: the UK, France, Germany, Spain and Italy.
Bequin said that Claydon Heeley -- which pitched for the work against three undisclosed agencies -- was chosen because it demonstrated a strength in handling ideas "that are easy to implement for big and smaller markets".
Claydon Heeley already handles the 拢15m pan-European below-the-line account for Dunlop's sister company Goodyear, having won the business last summer following a pitch through the AAR.
Dunlop's parent company, Goodyear Dunlop, poached senior Nissan marketer Neil Burrows to be its UK marketing director late last year.
Under Burrows, the firm aimed to create a clear distinction between its two core brands, having restructured its business in April 2003, with the loss of 216 jobs.
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