TBWA currently represents the passenger car and light truck replacement tire business for Michelin in Europe and Asia. Michelin said the extension to the U.S. will “allow greater global synergies for the brand including productivity, speed of operations and operational efficiency.”

“Our vision is to continually enhance the effectiveness of our communications and the addition of TBWA will help us achieve that goal,” said Scott Clark, COO of Mihcelin North America’s Michelin Americas Small Tires unit. “With this decision, we have a unique opportunity to expand the integration of our communications teams and energize a new, powerful agency team capable of reaching consumers in ground-breaking, creative ways to drive brand preference and purchase intent for the Michelin brand.”  (Tire Review/Akron)