Seal won the account with the world's largest tyre manufacturer following a competitive pitch.
The Birmingham-based agency will begin working for the business in January to promote car, 4x4 and van tyres, as well as the firm's maps and guides, including its Red hotel and restaurant guides.
The brief will see Seal look to generate coverage in a variety of media including motoring magazines, trade press, travel press, national and regional newspapers, broadcast and online.
Also it will be asked to educate the public on the importance of tyres, not only for reasons of road safety, but also their impact on fuel consumption, CO2 emissions and motoring costs. A primary focus of this drive will be publicising Michelin's range of ‘Energy Saver' (car) and ‘Agilis' (van) tyres.
Katie Morris, Seal's chief executive (pictured with Michelin PR manager Paul Cordle) said: ‘We will be looking to build on the inherent strengths of the Michelin brand and its heritage to create stand out in a crowded environment.'