Belle Tire Selects WorkInProgress as Agency of Record

Belle Tire, one of the fastest-growing and most trusted tire and service retailers in America, has appointed WorkInProgress as its agency of record, without a review. The agency will team up with Noble People on media. WorkInProgress will lead brand strategy and creative across all consumer touchpoints, including brand actions tied to key sales moments. The first brand campaign is slated to launch in summer 2026.

The move comes as Belle Tire has big expansion goals, looking to double its footprint in the US over the next five years.

“WorkInProgress truly understands retail and what it takes to support our business as we expand into new markets," said Don Barnes, president at Belle Tire. “They’re already deeply engaged in our business and approach the work with the same outcomes-based mindset we value.”

The tire industry is highly competitive, dominated by national chains and big-box retailers all vying for consumer attention. As many companies expand into additional automotive services, differentiation has become increasingly difficult, placing greater emphasis on how brands deliver value beyond price and product alone.

“We’re incredibly excited to partner with Belle Tire,” said Matt Talbot, co-founder and chief creative officer at WorkInProgress. “They’re at an important moment in their journey, and there’s a meaningful opportunity to help them grow with intention as they expand into new markets. What truly sets Belle Tire apart is their culture. They’re family-owned and genuinely care about their neighbours.”

“We see a big opportunity to increase awareness of Belle Tire,” said Ben Hurst, president of Noble People. “By leveraging mass-reach channels, we can drive incremental traffic and build a repeatable model that supports their expansion plans.”