Edelman takes on Michelin's PR task

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.

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