NEW YORK -- Six agencies have advanced to the next round of Michelin tire's estimated $35 million review, the company confirmed. They are as follows: Campbell-Ewald in Detroit, Carmichael Lynch in Minneapolis, The Martin Agency in Richmond, Va., The Richards Group in Dallas, Leo Burnett in Chicago and Merkley Newman Harty in New York.
The Greenville, S.C.-based client had sent questionnaires to upwards of 10 shops two weeks ago, including DDB in Chicago. That shop's New York office was the 17-year incumbent when the account went into review in February after a disagreement over strategy.
The questionnaire emphasized information about integration capabilities and asked for videotapes characterizing each agency's corporate culture [Adweek, April 16].
DDB New York's final spot for Michelin broke on April 24. "Hula baby" shows a baby using a tire as a hula hoop.
Jones Lundin Beals in Chicago is running the review.