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Six agencies have advanced to the next round in the review for Michelin Tires’ estimated $35 million account.
Michelin confirmed the contenders are: The Martin Agency, Richmond, Va.; The Richards Group, Dallas; Campbell-Ewald, Detroit; Carmichael Lynch, Minneapolis; Leo Burnett, Chicago; and Merkley Newman Harty, New York.
The Greenville, S.C.-based client sent questionnaires to upwards of 10 shops two weeks ago, including 17-year incumbent DDB in Chicago. The questionnaire emphasized information about integration capabilities and asked for videotapes characterizing each agency’s corporate culture [Adweek, April 16].
Jones Lundin Beals in Chicago is conducting the review.
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