Michelin Taps Jones Lundin

NEW YORK — Michelin has selected Jones Lundin Beals in Chicago to handle the review for its estimated $35 million U.S. advertising account.

The account, handled by DDB Worldwide New York for 17 years, was put in review last month after a disagreement about brand strategy between the agency and the Greenville, S.C.-based client [Adweek, Feb. 19].

DDB won numerous advertising awards for its work on the Michelin brand. The shop highlighted the tires’ safety feature by using a baby in much of the print and TV ads. DDB’s most recent TV spot, created in 1998, shows a baby shower in which the mom-to-be receives a Michelin tire as a gift.

Michelin manufactures and sells tires for cars, airplanes, bicycles, trucks, motorcycles, farm equipment and the space shuttle. It has 21 plants and 26,500 employees in North America.

The review comes as rival tire maker Goodyear considers four finalists for its $60 million account. Agencies vying for Goodyear are McCann-Erickson Worldwide and BBDO Worldwide, both New York, Goodby Silverstein & Partners in San Francisco, and GSD&M in Austin, Texas.

Jones Lundin Beals, established in 1973, is headed by president David Beals and specializes in coordinating agency selections processes, compensation and relationship management.

“This search will take somewhere in the area of three to four months,” Beals said. “We’re obviously thrilled to have the assignment and are delighted to be working with Michelin.