GREENVILLE, S.C. (June 11, 2008) — Michelin North America Inc. has selected TBWA\Chiat\Day New York to represent its Michelin-brand passenger car and light truck replacement tire business in the U.S.
TBWA, which currently represents the passenger car and light truck replacement tire business for Michelin in Europe and Asia, will begin work in the U.S. market immediately for the Greenville-based tire maker, the agency said.
“TBWA will draw upon their experience with the Michelin brand in other countries," said Claire Dorland Clauzel, senior vice president Michelin Communication & Brands, member of the Group Executive Council.
“Our vision is to continually enhance the effectiveness of our communications and the addition of TBWA will help us achieve that goal,” said Scott Clark, COO, Michelin Americas Small Tires. “With this decision, we have a unique opportunity to expand the integration of our communications teams and energize a new, powerful agency team capable of reaching consumers in ground-breaking, creative ways to drive brand preference and purchase intent for the Michelin brand.”
Tom Carroll, president and CEO, TBWA Worldwide, called Michelin “one of the world's great brands” and said his firm is “excited to have the opportunity to expand our global relationship with them into the U.S.
“They are an industry leader in innovation and technology on all levels and we have the opportunity to impact their business and re-establish them in a meaningful way.”
The new relationship with TBWA\Chiat\Day New York does not include media planning and buying, which will remain with Mediacom in the U.S. market.