Michelin Seeks Collateral Help

6 Get a Shot at Tire Marketer’s 3 Brands
ATLANTA–Michelin Tires is conducting a review for a new collateral assignment that will combine the company’s three brands in one package for dealers and consumers, said sources.
David Murtaugh, Michelin’s director of marketing communications, acknowledged “such an option is being explored.”
Murtaugh said the work would be in addition to Michelin’s current collateral assignments for each of the company’s individual brands–Uniroyal, BF Goodrich and Michelin. “This is not an assignment that exists currently, nor is it an assignment that would supercede the individual assignments,” he said.
Sources said six agencies are under consideration, a number Murtaugh confirmed. He said the three shops that currently handle Michelin’s collateral–Henderson Advertising in Greenville, S.C., for Michelin; Doner in Southfield, Mich., for BF Goodrich; and Trone Advertising in North Point, N.C., for Uniroyal–are being considered.
He would not identify the three other agencies.
According to sources, those three shops are all located in Greenville, S.C., where the client is headquartered. They are Erwin-Penland, Leslie Advertising and Jackson-Dawson Communications. The first two agencies referred calls to the client. The third did not return calls by press time.
Murtaugh would neither confirm nor deny that the account would bill $1-2 million.
He said that if a decision was made to hire an agency, it would occur before the end of the year. K