Michelin North America Inc.'s BFGoodrich brand has chosen Martin Agency of Richmond, Va., as its advertising firm of record.
BFG Brand Director Kaz Holley called Martin Agency ``an organization with world class credentials.'' He noted that Martin has ``demonstrated a passion and enthusiasm for our brand that reflects an intimate understanding of our products' technology and rich motorsports history.''
Martin will begin working immediately on BFG's short-term advertising needs, Mr. Holley said, with an emphasis on media planning and print creative. Advertising Age magazine, a sister publication of Tire Business, put the value of the contract at $20 million annually.
The 90-day agency search was led by Hasan and Co., with the decision to choose Martin based on the result of formal presentations by three agencies, BFG said. WB Doner & Co. of Southfield, Mich., the incumbent agency, declined to participate in the review, Advertising Age said.
Martin offers unified advertising, direct response, public relations, interactive and sports and events marketing. Other clients include Alltel Corp. Inc., AOL L.L.C., Carfax Inc., Discover Bank, Government Employees Insurance Co. (GEICO), Hanes, Miller Brewing Co., Olympus America Inc., NASCAR, PING Inc., Seiko Corp. of America and United Parcel Service Inc.