Michelin Extends TBWA Advertising Relationship to US

Michelin has announced the selection of the advertising agency TBWA\Chiat\Day New York to represent its Michelin brand passenger car and light truck replacement tyre business in the United States, effective immediately. TBWA currently represents Michelin’s passenger car and light truck replacement tire business in Europe and Asia, and the company has chosen to extend its partnership with the US agency network of TBWA to allow ‘greater global synergies for the brand’ including productivity, speed of operations and operational efficiency.

“TBWA will draw upon their experience with the Michelin brand in other countries,” said Claire Dorland Clauzel, senior vice president Michelin Communication & Brands, member of the Group Executive Council. “Our vision is to continually enhance the effectiveness of our communications and the addition of TBWA will help us achieve that goal,” added Scott Clark, COO, Michelin Americas Small Tires. “With this decision, we have a unique opportunity to expand the integration of our communications teams and energise a new, powerful agency team capable of reaching consumers in ground-breaking, creative ways to drive brand preference and purchase intent for the Michelin brand.”

“Michelin is one of the world’s great brands and we are excited to have the opportunity to expand our global relationship with them into the US,” said Tom Carroll, president and CEO, TBWA Worldwide. “They are an industry leader in innovation and technology on all levels and we have the opportunity to impact their business and re-establish them in a meaningful way.”

The newly established relationship with TBWA\Chiat\Day New York does not include media planning and buying, which will remain with Mediacom in the US market.