As part of a major change in the marketing strategy for its Michelin brand, Michelin North America Inc. is putting its domestic account with DDB New York up for review.
DDB, the ad agency partially responsible for Michelin's baby commercials, has had the Michelin brand account for 17 years. DDB Worldwide will continue to handle Michelin advertising in five other countries.
Michelin says it is expanding its marketing approach "beyond pure mass communications to a highly integrated mass media and relationship marketing strategy."
Earlier this year, Goodyear Tire & Rubber Co. put its ad agency, J. Walter Thompson Co., under review.
