GREENVILLE, SC: Michelin North America has given Edelman Public
Relations what's likely to be a $1 million-a-year assignment,
handling both corporate and brand PR for the tiremaker.
Edelman beat out Cohn & Wolfe and Manning, Selvage & Lee for the
This marks the first time Michelin has taken on one agency in North
America to handle both brand and corporate work.
In February, Michelin will roll out a new ad campaign for its Michelin
brand, with Edelman providing PR support, said Michael Fanning, VP of
public relations and government affairs.
Other Michelin brands in North America include Goodrich and
Trone Public Relations of Greensboro, NC, which had done PR for the
Michelin brand and for Uniroyal, will now work solely on Uniroyal.
Shandwick had handled Michelin's PR in Canada, but will lose that
business to Edelman.
Michelin also expects Edelman to work on a new corporate branding
"As a company, we're not that well known," Fanning said.