After a multi-agency competitive pitch, Omnicom Media Group has secured Michelin’s $89.5 million global media account. The brand is one of the world’s leading tyre manufacturers. This is yet another victory for Omnicom Group’s global media buying and planning firm.
According to recent data from Brand Finance, the leading brand valuation consultancy in the world, Michelin has remained the most valuable tyre brand for the seventh year running, with a brand value of USD 7.9 billion. The value of the French brand has remained stable year over year, despite a number of factors impacting the market and performance, such as dwindling sales in the road transportation segment and lower sales of replacement market units.
Michelin is the world’s strongest tyre brand, having achieved a score of 85.6 out of 100 on the Brand Strength Index (BSI) in 2024. Due primarily to lower-than-expected revenue, Michelin’s BSI score decreased by 2.5 points; however, Brand Finance research reveals that it performs remarkably well in familiarity and recommendation. In its home market, Michelin also enjoys the highest level of price acceptance.
With a 13% and 8% rise in brand value, respectively, Bridgestone and Continental Tires have taken the second and third spots in the ranking. Bridgestone’s brand value surged to USD 7.6 billion, narrowing the gap with long-standing leader Michelin to just USD 254 million.
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