Michelin picks new ad agency

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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.

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