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Michelin pares agency search down to three

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Michelin North America Inc. has narrowed its search for a new advertising agency to three: Campbell-Ewald, Detroit, Mich.; Carmichael Lynch, Minneapolis, Minn.; and The Martin Agency, Richmond, Va. Michelin says it expects a final decision by early July.

The tiremaker put its domestic Michelin brand account in review earlier this year after "a significant shift" in the Michelin brand marketing strategy. Michelin says it will expand its marketing approach beyond pure mass communications to "a highly integrated mass media and relationship marketing strategy."

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