Michelin taps Omnicom Media Group for Global Media account

Michelin, the France-based company known for its tires, travel guides and highly-coveted restaurant stars, has selected Omnicom Media Group (OMG) as its new global media agency, according to industry reports.

A competitive review process

The appointment follows a competitive review process and marks a significant win for OMG, which will be responsible for handling Michelin’s media planning and buying activities worldwide. The pitch was between incumbent Havas, Publicis Groupe, GroupM and Omnicom.

Michelin’s decision to partner with OMG comes as the company continues to expand its global footprint and invest in marketing initiatives to support its core business and new ventures. The partnership will provide Michelin with access to OMG’s extensive global network, data-driven insights, and innovative media solutions.

$89.5 million account

Michelin’s global media account is valued at $89.5 million, according to a report by Campaign US. The appointment marks a departure from Michelin’s previous relationship with Havas, which had held the global media account since 2017, winning the account from MEC, now Wavemaker.

The win for OMG further solidifies its position as a leading global media agency network and highlights its ability to attract and retain high-profile clients from a variety of industries. With a brand worth USD 7.9 billion, Michelin has maintained its position as the most valuable tyre brand in the world for the seventh year running, according to Brand Finance.