Michelin selects BETC as strategic agency

Following a bidding process, Michelin has chosen French advertising agency BETC as its new strategic agency. The tyre maker says its final choice was between BETC and Ogilvy.

“Working for one of the world’s leading French companies is an extraordinary opportunity,” states Rémi Babinet founding president of BETC. “Michelin is the brand of constant innovation, not only in technology but also in communication, with a unique inventiveness ahead of its time: its guides, maps and events are among the best on the market. We are very proud to be serving Michelin, one of the most famous brands in the world thanks to the Michelin Man.”

Michelin says it is committed to working alongside consumers and companies to help them to reconcile mobility and sustainability. “Beyond our core business as tyre manufacturer, we have the know-how in terms of services and also the corporate commitment to be a true partner on a daily basis for our customers, both individuals and companies. We are very pleased that BETC is supporting us in this new phase,” comments Adeline Challon-Kemoun, executive vice president of Engagement and Brands at Michelin and a member of the Group Executive Committee.