GREENVILLE, S.C. (May 4, 2001) – Michelin North America Inc. has narrowed the scope of its agency search process for its U.S. Michelin brand account.
The Greenville-based tire maker said it has selected six firms to continue in its estimated $35 million review: Campbell-Ewald in Detroit; Carmichael Lynch, Minneapolis; Leo Burnett U.S.A., Chicago; The Martin Agency, Richmond, Va.; Merkley Newman Harty, New York; and The Richards Group, Dallas.
In February, Michelin North America placed its U.S. Michelin brand account in review after a significant shift in the company's Michelin brand marketing strategy. The tire maker said it plans to expand its marketing approach "beyond pure mass communications to a highly integrated mass media and relationship marketing strategy."
The company is replacing its long-time agency, DDB New York, which had handled the Michelin account for 17 years until a February disagreement over strategy. DDB's final spot for Michelin began receiving TV air time April 24. It shows the "Michelin baby" doing a dance using a tire as a hula hoop.