Retail

Michelin picks new ad agency

Order Reprints

Michelin North America (MNA) Inc. has hired Detroit, Mich.-based ad agency Campbell-Ewald to handle its domestic Michelin brand account.

Campbell-Ewald assumes Michelin brand responsibilities immediately. Estimated annual billings for the account are $35 million.

MNA put its domestic Michelin brand account under review earlier this year after a "significant shift" in Michelin brand marketing strategy.

The French-owned tiremaker wants to expand its marketing approach beyond "pure mass communications to a highly integrated mass media and relationship marketing strategy," according to MNA officials.

The Michelin brand enjoys 8% share of the United States passenger tire replacement market, according to Modern Tire Dealer statistics. It comprises 6% of the domestic light truck replacement tire market.

Related Articles

Michelin picks new ad agency for U.S.

Michelin hires ad agency for Uniroyal brand

Goodyear names new ad agency

You must login or register in order to post a comment.