Michelin Issues RFPs

Integration capabilities and a snapshot of an agency’s corporate culture are among the key points outlined in the questionnaires recently issued to about 10 possible contenders in the Michelin review.

The Greenville, S.C.-based client has asked shops to submit a videotape defining “particular strength(s) or expertise in marketing and communications development” and requests that each one “characterize your agency’s corporate culture.”

Sources said more than 10 shops have received the RFPs, which are due back today for the first leg of the estimated $35 million review.

Those agencies are TBWA\Chiat\Day and Merkley Newman Harty, both in New York, Cramer-Krasselt, DDB, FCB, and Leo Burnett, all in Chicago, Martin/Williams in Minneapolis, McKinney & Silver in Raleigh, N.C., Temerlin McClain in Irving, Texas, GSD&M in Austin, Texas, and the combination team of Omnicom Group’s The Focus Agency and Rapp Collins, both in Dallas, sources said.

The RFP by Jones Lundin Beals also asks agencies to submit examples of campaigns they’ve created that involved integrated brand positioning, consumer relationship marketing, media plans for “a durable goods product with an infrequent purchase cycle,” and programs designed for consumer and dealer targets. The client also asks for cases in which a shop has provided “leadership of an integrated marketing communications effort involving multiple agencies not affiliated with your company.”

The consultant and the client could not be reached for comment.

Michelin put its account in review in February after 17 years with DDB New York following a disagreement over strategy.

That shop just produced its last spot for Michelin. Breaking April 24, “Hula Baby” touts the brand’s J.D. Power award for customer satisfaction, and shows a baby using a Michelin tire as a hula hoop.

Last week, Goodyear handed its estimated $60 million account to Goodby Silverstein & Partners in San Francisco, after a review that included GSD&M and the New York offices of BBDO and McCann-Erickson.