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MEC takes on US Michelin media account

23 Dec
Michelin has handed its US media planning and buying account to Mediaedge:cia (MEC).

The creative agency will take control of the contract - which involves overseeing marketing relating to Michelin brands such as BFGoodrich and Uniroyal - from January 1st.

According to Brand Republic, the account, which has come from MediaCom, is worth $43 million (£27 million).

"We believe MEC will bring a valuable new perspective to our media approach for the US market," remarked director of image and brands at Michelin North America Dave Murtaugh.

He added that the agency has the capability to "strategically integrate our efforts across traditional and digital media" in order to promote the Michelin brand.

MEC already carries out work for the firm in 18 other markets, including the UK.

Earlier this month, MEC was chosen by Henkel - owner of the Right Guard brand - to oversee its UK media buying and planning operations.ADNFCR-2176-ID-19527299-ADNFCR
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