GREENVILLE, S.C. (June 29, 2001)– Michelin North America Inc. said it has awarded its U.S. Michelin brand advertising account to Campbell-Ewald in Detroit following an extensive agency review process.
Michelin said Campbell-Ewald will assume account responsibilities for U.S. Michelin-brand advertising immediately. Annual billings for the account are estimated at $35 million.
The Greenville-based tire maker placed its U.S. Michelin-brand account in review earlier this year after a significant shift in the Michelin-brand marketing strategy. The account previously was held by DDB Worldwide of New York. Other finalists among the agencies competing for the account included Carmichael Lynch in Minneapolis and the Martin Agency of Richmond, Va.
Pete Selleck, COO of Michelin Americas Small Tires, said all three agency finalists were excellent candidates. "Ultimately," he said, "Campbell-Ewald proved to be the best fit for the U.S. Michelin-brand and our strategic marketing plans for the future."
Campbell-Ewald President Jim Palmer said the agency´s staff was “thrilled" to receive the news: “Michelin is a powerful global brand with a stellar reputation and we are confident our new partnership will help take the brand to the next level," he said.