Michelin switches media account to Havas

Havas Media has been awarded Michelin’s global media account, and takes over from long-time partner MEC this month. The agency threw its hat into the ring to gain the account earlier this year, and will take on responsibility for media planning and buying duties in all major markets.

“We are confident that Havas Media will help Michelin further its journey with a marketing approach based on data driven and content powered strategies, increasing our knowledge of the consumer journey helping us master communications in the digital age,” commented Claire Dorland Clauzel, executive vice-president of sustainable development, brands and external relations at Michelin.

Dominique Delport, the Havas Group’s global managing director, added: “We are delighted to welcome global giant Michelin as our new global strategic media partner. Our ‘organic marketing approach’, appealed to Michelin’s genuine passion to discover new ways of working to create a positive and sustainable vision for the future.”

Michelin’s global media spend last year is said to have been around US$100 million (£76.8 million).