GREENVILLE, SC: Michelin has hired Cohn & Wolfe to handle PR for the consumer portion of its Michelin brand replacement-tire business.
The agency will work on building consumer brand loyalty, new product launches, and generating word-of-mouth for the brand at various events where Michelin holds sponsorships.
Neither the firm nor Michelin would comment on the hiring.
Michelin is still dealing with the fallout from the US Grand Prix Formula One. It is offering refunds to ticket holders of that event after 14 cars using its tires withdrew from the Indianapolis race due to safety concerns.
In addition to its Michelin brand, the company also sells BF Goodrich and Uniroyal tires, as well as supplies a variety of private label brands. Its North American sales totaled $6.6 billion last year.