The shift includes media work for brands such as BF Goodrich, Uniroyal, Michelin Maps and Guides and the TCI Tire Centers distribution network.
"We are enthusiastic about our new relationship with MediaCom, and eager to apply the expertise and innovations they demonstrated during the search to our media planning and buying activities," Dave Murtaugh, director-corporate image, Michelin North America, said in a statement. "The scale and scope of our business matches MediaCom's strengths, and we expect they will improve both the efficiency and effectiveness of the media planning and buying for all of Michelin North America."
It could not immediately be determined which agencies had handled Michelin's media buying in the region. Interpublic Group of Cos.' Campbell-Ewald handled planning, which it loses, but retains creative duties for the Michelin brand. Interpublic sibling Martin Agency will retain creative work for the BF Goodrich brand.