CHICAGO, December 19—Edelman Public Relations Worldwide has beaten out fellow-finalists Cohn & Wolfe and Manning Selvage & Lee for the Michelin public relations account, believed to be worth around $1 million. Michelin had previously used the public relations unit of North Carolina-based Trone Advertising for product PR.
Edelman had handled corporate and public affairs work for the French tiremaker out of its Washington office, but the new business will involve the Chicago office also.
Michelin’s advertising efforts, handled by Omnicom’s DDB New York unit, have been focused on safety, featuring a baby and the tagline “Because so much is riding on your tires.”
Jones Lundin Beals handled the review.