Michelin, the France-based company known for its tires, travel guides and coveted restaurant stars, has selected Omnicom Media Group (OMG) as its new global media agency, according to industry reports.
A competitive review process
The appointment follows a competitive selection process and represents a significant achievement for OMG, which will be responsible for Michelin’s global media planning and buying activities. The pitch was between existing company Havas, Publicis Groupe, GroupM and Omnicom.
Michelin’s decision to partner with OMG comes at a time when the company continues to expand its global presence and invest in marketing initiatives to support its core business and new projects. The partnership gives Michelin access to OMG’s extensive global network, data-driven insights and innovative media solutions.
89.5 million dollar account
Michelin’s global media account is worth $89.5 million, according to a report by Campaign USAThe appointment represents a departure from Michelin’s previous relationship with Havas, which held the global media account since 2017, and the company won the account from MEC, now Wavemaker.
The win for OMG further cements its position as a leading global network of media agencies and underscores its ability to attract and retain high-profile clients across a wide range of industries. With a brand value of $7.9 billion, Michelin has maintained its position as the world’s most valuable tire brand for the seventh year in a row, according to Brand Finance.
