The tyre company, which also owns the Dunlop brand, is understood to be looking at paying the agency on a project basis rather than keeping it on a retainer.
Goodyear's European headquarters in Brussels was unable to comment on how its suppliers were paid. However, it is believed the change in arrangements is related to the differing demands of Goodyear's individual European markets.
It is believed that the forthcoming review will not affect Leagas Delaney or Bartle Bogle Hegarty, which handle pan-European advertising for Goodyear and Dunlop respectively.
A Goodyear spokesman said it had been using other agencies to work on pan-European direct marketing business 'for some time', although he was unable to divulge who they are.
Claydon Heeley has been working with Goodyear since it was appointed to handle the company's consolidated pan-European account in 2003.
The review follows the appointment of former Procter & Gamble marketer Mark Brickhill as general manager of Goodyear Dunlop in June last year. Brickhill had been with P&G for 17 years.
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