AdAge reports Michelin North America has consolidated its 112 million media account with MediaCom. The marketer announced the decision of its four-month-long search yesterday. The shift includes brands such as BF Goodrich, Uniroyal, Michelin Maps and Guides and the TCI Tire Centers distribution network.
"We are enthusiastic about our new relationship with MediaCom, and eager to apply the expertise and innovations they demonstrated during the search to our media planning and buying activities," Dave Murtaugh, director-corporate image, Michelin North America, said in a statement. "The scale and scope of our business matches MediaCom's strengths, and we expect they will improve both the efficiency and effectiveness of the media planning and buying for all of Michelin North America."
Campbell-Ewald previously handled planning; it keeps creative.
