GREENVILLE, SC: Michelin hired M Booth & Associates as its North American AOR for brand passenger and light truck replacement tires in the US. The selection followed a competitive review that began in Q4, in line with the company's goal to strengthen its consumer efforts, said Lynn Mann, director of external communications for Michelin North America.

The review consisted of at least four rounds with 50% cuts at each major stage, the company confirmed. Initially, it involved a broad group ...