NEW YORK Michelin has confirmed hiring TBWA\Chiat\Day here to handle creative duties on its passenger car and light truck replacement tire business in the United States for the Michelin brand.
The Omnicom Group agency, which also handles the brand in several overseas markets, picks up domestic chores following the brand’s split with Interpublic Group’s Campbell-Ewald in Warren, Mich.
Michelin last year spent about $45 million in major measured media, according to Nielsen Monitor-Plus.
“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, in a statement. “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.”
“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.
Other markets in which TBWA handles Michelin include Asia and Europe.
Campbell-Ewald had handled the business for seven years. At the time of the split, Michelin said in a statement that “after much reflection…it has been determined that a new agency partner is required to achieve the brand’s ambitions on the strategic and creative fronts.”
Media duties were not in play and remain at WPP Group’s MediaCom in New York.
This story updates an earlier item with client confirmation and additional details.