GREENVILLE, S.C. (June 5, 2001) — Michelin North America Inc. has narrowed its search to three finalists for a new ad agency for its U.S. Michelin-brand account.
After extensive review, the Greenville-based tire maker has pared the list down to Campbell-Ewald in Detroit, Carmichael Lynch in Minneapolis, and The Martin Agency in Richmond, Va. Final selection of an agency is expected by early July, Michelin said.
Michelin North America placed its U.S. Michelin-brand account in review earlier this year after shifting its Michelin-brand marketing strategy. The company said it plans to expand its marketing approach beyond pure mass communications to a highly integrated mass media and relationship marketing strategy.