Michelin North America has selected 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.
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 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 of Image and Brands for MNA. “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.”
