Michelin Selects Media Buying, Planning Group for U.S. - Tire Review Magazine

Michelin Selects Media Buying, Planning Group for U.S.

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.”

You May Also Like

Kenda Tires becomes Cleveland Cavaliers associate partner for NBA playoff games

The tire manufacturer will be advertised on the court, with Kenda-branded rally towels, and will appear during local pre-game programming.


Kenda Tires, this year an associate partner for the Cleveland Cavaliers 2024 NBA Playoffs run, kicked off its partnership announcement at the Kenda American Technical Center in North Canton, Ohio, on April 16 with an appearance from Cavs mascot, Sir C.C., and Ahmaad Crump, in-arena host for the Cleveland Cavaliers and "the Voice of the Cavs" during NBA games. Kenda will continue as an associate partner as the Cavs advance through the playoff seeding. This will include advertising on the court, a giveaway of Kenda rally towels, and advertising during local pre-game programming.

Nokian Tyres releases 2023 sustainability report

Highlights of the company’s sustainability actions in 2023 include a commitment to achieve science-based net-zero emissions by 2050.

Giti Tire announces winners of STEAM competition

New this year, the winning teams from each division will progress to compete out of state.

Nexen Tire to be the official tire partner of the San Diego Padres

Nexen Tire will be featured on a variety of marketing assets, including billboards and in-ballpark branding at Petco Park.

WGH to recall up to 520,000 Terrain Attack, Terrain Pro winter tires

The tires are labeled as snow tires, but do not have sufficient traction to perform in all snow weather conditions, according to the National Highway Traffic Safety Administration.


Other Posts

K&R Tire Center to host grand opening of new Flint, MI location

The company said it will have representatives from Goodyear, local customers and dealership representatives on hand to celebrate.

Bridgestone Retail Operations rolls out brand refresh for Tires Plus, Hibdon Tires Plus

Updates to the logo include a single-color tire mark; a logo palette comprised of Tires Plus yellow, black and red; and refined typefaces.

Yokohama’s Advan Sport V105 tires will be OE for Subaru Impreza in Europe, Latin America

Yokohama said the tire enhances the car’s handling stability and comfort while reducing rolling resistance.

OTAA to host free training for members in Akron, OH

The association said these workshops are designed to enhance technician’s technical expertise and keep them up-to-date with the latest industry advancements.