After winning a pitch process, the agency has been handed a minimum six-month brief around the anniversary of the Performance and Responsibility Michelin (PRM) programme.
The appointment comes as the company seeks to further promote the charter, developed in 2002 to provide a more strategic approach to CSR work.
Tangerine’s brief is to highlight the impact of the framework on businesses and communities, and to better engage and involve them in Michelin’s PRM initiatives and activities.
It will also be developing a website for the charter, which is due to be launched later this year.
Sam Gregory is MD of Tangerine PR’s b2b team. She will be leading the agency effort and reporting to Phil Baldock, head of communications at Michelin Tyres.
Gregory said: ‘This is an important milestone for the company. Our multi-channel communications strategy will use print, digital and social media channels, as well as events, to bring the company’s PRM activity to life and engage audiences in a completely new way.'
Of the website, she added: ‘It will act as a hub and an area where PRM activity is going to centre around, making it much more accessible so people can see what the company is up to and interact with Michelin.
It’s just bringing it to life a bit more, making it more visible and letting people know how they can benefit from it.’