GREENVILLE, SC--Tire manufacturer Michelin is poised to consolidate its US PR activity with Ketchum after a wide-ranging review of its communications requirements.

The decision comes as the French company steps up expansion plans in the US, announcing that it is increasing investment in South Carolina in response to growing global demand from the mining and construction industries.

The Holmes Report understands that Ketchum is to be charged with overseeing consumer product PR, corporate messaging and social media listening and engagement. The business is thought to be worth as much as $1m.

Michelin previously worked with a number of firms in the US, including M Booth, which was appointed to handle brand PR duties last year for its passenger and light truck replacement tire business. Hill & Knowlton, meanwhile, is the incumbent on Michelin’s BFGoodrich tire brand.

Ketchum is expected to support all of Michelin’s US business lines, from its consumer tire business to its expanding B2B presence. In particular, it is understood that Michelin wants to improve awareness of the importance of tires to such areas as safety, performance and fuel efficiency.

The development is the latest in a series of new business wins for Ketchum, including significant assignments from US Cellular and Gillette. 

Ketchum referred calls to Michelin. Representatives from the tire company were unable to comment as this story went live.