GREENVILLE, S.C. – Michelin has announced the selection of TBWA\Chiat\Day New York to represent its passenger car and light truck replacement tire business in the United States for the Michelin brand. TBWA will begin work in the U.S. market immediately.

TBWA currently represents the passenger car and light truck replacement tire business for Michelin in Europe and Asia. We extend the global partnership with the United States agency network of TBWA to allow greater global synergies for the brand including productivity, speed of operations and operational efficiency. “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.”

“Michelin is one of the world’s great brands and we are excited to have the opportunity to expand our global relationship with them into the U.S.,” said Tom Carroll, president and CEO, TBWA Worldwide. “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.

Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks, motorcycles and the space shuttle. The company also publishes travel guides, hotel and restaurant guides, maps and road atlases.

Courtesy: Michelin Tyre plc, USA

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Posted by Naresh Koshti on 24 June, 2008 12:29:27 PM IST #