Michelin picks new ad agency for U.S.

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Groupe Michelin has hired TBWA/Chiat/Day New York to handle its Michelin brand passenger and light truck replacement tire advertising in the United States.

TBWA currently handles Michelin's consumer tire advertising duties in Europe and Asia.

"TBWA will draw upon their experience with the Michelin brand in other countries," says Claire Dorland Clauzel, senior vice president, Michelin communication and brands.

The new relationship with TBWA\Chiat\Day New York does not include media planning and buying, which will remain with Mediacom in the U.S. market.

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