MEC, which reportedly pitched for the Malaysia business in late June, is in the running for the account along with MediaCom. It is understood incumbent OMD is not contesting the business.
In China, MEC has been tasked with brand strategy and garnering a greater share of the category, which last year saw a 68 per cent increase in adspend to Rmb 500 million (US$65.9 million), according to MEC, which defeated MediaCom to take the business.
“In terms of advertising, the competition is very aggressive, both in terms of international and local brands, which are beefing up their media
investment,” said a Michelin spokesperson. “Success will go to the most integrated and most clever communications strategies.”
TBWA will continue to handle creative for the China business, with the first MEC campaign expected to break in early 2008, when the agency takes over the business.
