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Michelin North America, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Michelin North America, headquartered in Greenville, SC, manufactures and markets tires and related automotive products to U.S., Mexican and Candian consumers and brands include BF Goodrich, Michelin, Uniroyal and Cavalier.

Main Telephone (864) 458-5000
Main Fax (864) 458-4949
Primary Address
Post Office Box 19001
Greenville, SC 29602-9001
USA

Michelin North America, Inc. Contacts

Contacts (5/11)
Name Title State
Dave M. Chief, Staff SC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (864) 458-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 19001
Greenville, SC
29602-9001
USA

Pete S. Chairman & President SC
Don B. Vice President, Marketing - North America SC
Pierre B. Vice President, Marketing - Passenger Car & Light Truck Business SC
Tom J. Business Segment Director SC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
BF Goodrich Tires ******
Private Label & Associate Brands *
UniRoyal Tire *
Michelin North America, Inc. ********
Michelin Earthmover *

Agency Relationships


Brand Agency Service From To
** ******** ***** *** media buying & planning 2009 present
******** **** **** *** media buying & planning unknown present
******** ********** ******* ********* ***** AOR - creative 1998 present
******** ********** *** media buying & planning unknown present
******** ************ *** media buying & planning unknown present

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DailyVista

Account in Review?: BF Goodrich, creative AOR split after 10 years


 

Subject: Creative, advertising, sports marketing, sponsorship

Company: BFGoodrich, Tier-2 tire brand owned by Michelin. 

Opportunity: here).

It’s strange for long agency relationships like this to end so abruptly unless a new marketing DM comes on board, but I’m sure we’ll find out what happened in a few weeks. Of note, BF Goodrich’s passenger, light truck and medium/heavy market share has continued a flat-to-downward trend since 2011 (compare MTD data frin 2013), despite a much larger traditional ad push in 2014 compared to prior years. Maybe that’s the reason for the split, but who knows?

Additional Insight

Marketing Push: Last year, BFGoodrich, spent $1.2 million on a national TV ads to run along its iSpot.tv reports. Ads ran throughout the year during auto racing, Red Bull Signature Series and Spartan Race events. This is more than the brand spent on national TV ads in 2012 and 2013 combined. 

Furthermore, BFGoodrich’s had a much higher display ad presence last year compared to 2013, according to Moat. In 2014, standard display ads ran with 866 publishers (6% mobile), 96% of which were purchased by ad networks or exchanges instead of direct. In comparison, 2013 only had 283 publishers (<1% mobile), with a 50/50 split between programmatic and direct buying. 

Last year, display activity was spread between March-Dec., with most activity occurring between May-September. Reporting the most impression activity were auto enthusiasts sites, such as domaipirate4x4.com, jeepforum.com, benzworld.org, g5club.net, letssingit.com, jettaforums.com and h2fanatic.com. 

Michelin North America
1 Parkway South
Greenville, SC 29615 
(864) 458-5000

Robyn Conrad
Marketing Director
Direct Dial:(864) 458-4534
robyn.conrad@us.michelin.com

Jennifer Smith
Director, Images & Brands
(864) 458-5000
jennifer.smith@us.michelin.com

Marcus Wilson
Marketing Manager, Ultra High Performance (UHP – marcus.wilson@us.michelin.com