Four agencies on Michelin brand shortlist

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

the year.

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

automotive press.'

He added that the wish to increase coverage may be met by an increased

PR budget.

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

car magazines.'

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.

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