Michelin appoints new ad agency

Clermont-Ferrand, France – Michelin has selected Paris-based ad agency BETC as its new strategic agency.

The final choice was between BETC and Ogilvy, said Michelin in a 20 June statement.

Regularly ranked among the 10 most powerful global brands, Michelin said it was committed to helping consumers and companies to “reconcile mobility and sustainability.”

“Beyond our core business as tire manufacturer, we have the know-how in terms of services and also the corporate commitment to be a true partner on a daily basis for our customers,” said Adeline Challon-Kemoun, EVP, engagement and brands, Michelin Group.

Founded in Paris, in 1995, BETC is now a part of the Havas Worldwide group and has offices in London, Sao Paulo, and Los Angeles.

The company’s most notable campaigns include those done for Super Loto, Ubisoft, Louis Vuitton, Canal+, Air France, Evian, and Disneyland.