GREENVILLE, S.C. (Feb. 14)—Michelin North America Inc. is initiating a review of its Michelin-brand advertising account for the U.S., after 17 years with DDB New York. The decision to evaluate new agencies reflects a significant shift in the company´s brand marketing strategy, according to Scott Clark, vice president of marketing, who said Michelin will expand its approach to marketing beyond pure mass communications to an integrated mass media and relationship strategy. Michelin and DDB will continue to work with each other while Michelin identifies a search consultant and conducts a review, Clark said. The review affects only the U.S. Michelin brand account, the company said. DDB Worldwide will continue to handle Michelin advertising in five other countries. DDB is credited with creating Michelin´s safety image campaign—"Because so much is riding on your tires"—featuring cute babies and Michelin tires.
Michelin to review U.S. advertising
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