The North American unit of French tire maker Michelin has tapped Campbell-Ewald in Warren, Michigan for its $35 million branding duties.

Launched in February [WAMN: 15-Feb-01], the review saw Campbell-Ewald beat off rival pitches from Interpublic siblings Carmichael Lynch in Minneapolis and the Martin Agency in Richmond, Virginia. Ousted is seventeen-year incumbent DDB Worldwide in New York.

Although the exact nature of the business remains undecided, the successful shop will handle creative and media planning/buying, supported by Initiative Media for spot broadcast and outdoor ads.

In charge of the brief at Campbell-Ewald is co-president Jim Palmer and Mark Bellissimo, executive vp and account director. Bill Ludwig and Mark Simon head creative; while media duties will be handled by Bob Gervason and Deborah Hausler.

“It’s just fantastic,” exclaimed a jubilant Tony Hopp, chairman/ceo at the agency. “This is going to be so thrilling because of the power of that brand. This is about their brand, and the brand’s potential and opportunities for the long haul.”

News source: Advertising Age - Daily Deadline