Incumbent Dentsu Young & Rubicam is defending its business against the duo, with a decision expected at press time. TBWA and DDB Melbourne were earlier tapped to handle above-the-line and below-the-line, respectively, following a review process initiated in April, as revealed on April 20 on Media's website, involving the same three agencies. "I don't know what the implications are for the local markets and Japan is the largest spender in the regional set-up," said a source involved in the process, of how the regional assignments would affect local relationships. Michelin will continue to retain local market agencies, while the level of spend behind regional creative remains unclear.
"The region is paying for the development of regional toolkits, but there's no cross market effort," continued the source, adding that Michelin is targeting 'sporty' cars and snow tyres in Japan, as it bids to close the gap on runaway market leader Bridgestone, which holds a 40 per cent market share, to the French company's three per cent. TBWA's win means the agency has enlarged its global Michelin brief, which also includes China, Thailand and Europe.
