Tyre manufacturer Michelin is set to pitch the consumer PR account
for its BF Goodrich brand.
The manufacturer has taken credentials from a number of agencies before
settling on a pitch list of four.
Michelin is eager to secure an agency for the brief as soon as possible,
since the appointee will be responsible for the brand from the end of
Incumbent specialist motoring agency MPH Communications is one of those
on the pitch list.
Group PRO Paul Cordle said the decision to review the account had been
prompted by a desire to achieve broader coverage: 'We're looking to get
a different angle and break away from just getting coverage in the
He added that the wish to increase coverage may be met by an increased
The pitch was due to take place this week, but was cancelled at short
According to Cordle it will be rescheduled as soon as possible.
The BF Goodrich line is aimed at a predominantly male audience aged
between 18 and 39. Its core market are men in the 'performance seeking'
area of the tyre market.
According to Cordle, the need to gain broader coverage is sparked by the
fact that 'not everyone who owns a car and buys tyres reads specialist
The agency search comes at a difficult time for the tyre industry,
following Bridgestone's massive tyre recall earlier this year, and
Michelin's decision to axe 2,000 jobs in North America at the same
Products of BF Goodrich, which was founded in 1870, have been used in
scenarios that have tested their calibre beyond mere road usage. They
were fitted to Charles Lindbergh's The Spirit of St Louis in 1927, and
to the space shuttle Columbia in 1977.