Our news Michelin chooses MEC in the US

Monday 4 January 2010

Michelin North America has announced the selection of Mediaedge:cia (MEC) to manage its media planning and buying activities for all of Michelin's U.S. business units and brands, including Michelin®, BFGoodrich® and Uniroyal®. MEC's New York office will begin work in the United States on Jan. 1, 2010.

While MediaCom will retain media planning and buying responsibilities for Canada and Mexico, MEC will now handle the U.S. market. The assignment includes media activity for all Michelin services and products which range from tires for virtually all types of vehicles to the renowned Michelin restaurant and hotel guides.

"We believe MEC will bring a valuable new perspective to our media approach for the U.S. market," said Dave Murtaugh, director, Image and Brands, Michelin North America. "Their capability to strategically integrate our efforts across traditional and digital media is complemented by their ability to leverage their experience with the Michelin brand in other parts of the world."

"We are proud to have earned Michelin's business in 18 other markets around the globe and adding the U.S. market represents another opportunity to strengthen our relationship with the Michelin brand, "said Lee Doyle, CEO North America, MEC. "Since the Michelin business is coming to MEC from a sister GroupM agency, we are confident in a smooth transition."