GREENVILLE, SC: Michelin chose Hill & Knowlton to oversee its Michelin brand passenger and light truck replacement tire division in the US after a 13-firm review that began in January.
Incumbent firm Cohn & Wolfe, which worked on the account since 2005, was among the firms that competed for the position.
Lynn Mann, Michelin's director of PR, said it was a tough choice, but H&K's expertise in the automotive industry and other factors put it ahead of the others.
"H&K is an excellent firm that knows the automotive business, has tremendous creativity, deep media relationships, and excellent client-focused service," she said via e-mail. "We look forward to a long and productive relationship."
H&K will lead the project out of its Los Angeles office, but Erica Amestoy, H&K's SVP and lead counselor for the Southern California team, said staffers in other regional offices will also work on the account.
H&K already oversees Michelin's BFGoodrich account for passenger and light replacement tires division in the US, and the firm's Canadian division is in charge of the multi-brand passenger car and light truck replacement tires in Canada.