Michelin Puts Media Buying Under One Roof

(Akron/Tire Review) Michelin North America has taken its North American media planning and buying business and consolidated at a single agency. The estimated $112 million account was placed with MediaCom, a unit of WPP Group. The move, which includes MNA’s Michelin, BFGoodrich and Uniroyal tyre brands, as well as Michelin’s maps and travel guides and MNA’s TCI tire distribution unit. The media planning and buying efforts, once spread around multiple advertising agencies, includes all trade and consumer advertising.

Advertising and promotion creative work reportedly will remain with those agencies currently in place.