The agency replaces a network of European agencies, which were formerly hired individually to cover different marcoms disciplines.
Michelin has tasked Euro RSCG with running a campaign involving PR and press relations, promotion marketing, trade and channel incentives, event marketing and motivation programs.
Euro RSCG's marketing services arm, The Sales Machine Paris, will develop and run the account, using the group's network of offices and specialist PR teams to adapt the campaign for different markets.
Euro RSCG European communications director Emmanuelle Pelissier said: 'The major European markets of the UK, Germany, Italy, France and Spain will be covered by the brief.'
Michelin recently confirmed it was pitching its UK consumer PR work this month, with four agencies in the running for the brief (PRWeek, 22 March).
The firm's UK corporate PR is currently handled by Bell Pottinger. Manchester-based Communique Public Relations looks after the group's BF Goodrich brand, following its appointment last January.