LOS ANGELES: After a months-long competitive pitch, Michelin subsidiary BFGoodrich Tires has chosen Hill & Knowlton as its national AOR. The firm's Irvine, CA and LA offices will handle the account.
Michelin North America PR manager Christian Flathman said that one of the reasons for choosing H&K was that its team includes two former Michelin/BFGoodrich staffers: Lisa Mendenhall and Chris Kuechenmeister, both based in the Irvine office. "That's a big deciding factor for us," said Flathman. "They were very well thought of when they left the brand."
H&K's LA GM Bonnie Goodman added that part of the account will focus on "lifestyle marketing" and "bringing out the essence of the consumers who buy" BFGoodrich products.
"We're really interested in the sports-compact and tuner markets - the guys who customize their cars. Off-road and motor sports, that's really a big push for us," said Flathman.
He added that the company decided to pick a West Coast AOR because many of the
consumers and business partners it is focusing on have large California audiences.