According to sources, OMD is not expected to defend its hold on the business despite earlier indications to the contrary. Several GroupM agencies, including MEC and MediaCom, are thought to be in the running for the account.
While MEC is Michelin’s Europe incumbent, the brand splits its Asia-Pacific duties according to local market alignment. OMD currently handles the brand in Malaysia, Singapore and Thailand.
Sources said the current review is being led by the procurement department.
