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Michelin picks U.S. media planner/buyer

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Michelin North America Inc. (MNA) has picked Mediaege:cia to manage its media planning and buying activities in the United States.

Mediaedge:cia will supervise said activities for Michelin's U.S. business units and brands, including Michelin, BFGoodrich and Uniroyal. MEC's New York office will begin work in the U.S. on Jan. 1, 2010.

"While MediaCom will retain media planning and buying responsibilities for Canada and Mexico, MEC will now handle the U.S. market," say MNA officials.

"The assignment includes media activity for all Michelin services and products, which range from tires for virtually all types of vehicles to the renowned Michelin restaurant and hotel guides."

"We believe MEC will bring a valuable new perspective to our media approach for the U.S. market," says Dave Murtaugh, director, image and brands, MNA. "Their capability to strategically integrate our efforts across traditional and digital media is complemented by their ability to leverage their experience with the Michelin brand in other parts of the world."


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