OMG bags Michelin's $89.5 million global media account

Omnicom Media Group has won Michelin's $89.5 million global media account after a multi-agency competitive pitch, according to a report by Campaign UK. This marks another win for the global media buying and planning firm that's part of the Omnicom Group. Michelin is one of the world's largest tyre manufacturers.

For the seventh consecutive year, Michelin secured its position as the world’s most valuable tyre brand, with a brand value of USD 7.9 billion, according to new data from Brand Finance, the world’s leading brand valuation consultancy. The French brand's value has remained stable year-on-year, despite various factors impacting the market and performance, including declining sales within the road transportation segment and reduced replacement market unit sales.

In 2024, Michelin is also the world’s strongest tyre brand, achieving a Brand Strength Index (BSI) score of 85.6 out of 100. Despite a 2.5-point decline in its BSI score, mainly due to a dip in forecasted revenue, Brand Finance research indicates that Michelin excels in Familiarity and Recommendation. In its home market, Michelin also commands the highest price acceptance.

Bridgestone and Continental Tires have secured the 2nd and 3rd positions in the ranking, respectively, following an 8% and 13% increase in brand value. Bridgestone’s brand value has risen to USD 7.6 billion, narrowing the gap to just USD 254 million behind long-standing leader Michelin.