MICHELIN'S UNIROYAL ACCOUNT GOES TO ERWIN-PENLAND

Tire Maker Reports U.S. Sales Sliding

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DETROIT (AdAge.com) -- Michelin North America's Uniroyal brand named independent Erwin-Penland Inc., Greenville, S.C., its new agency of record after a review.

The agency declined to name competitors. The client, which is refocusing its brand strategy, couldn't be reached by press time.

Incumbent Trone Advertising, Greensboro, N.C., won the account in 1995. Uniroyal spent $9.1 million in measured media in 2000, according to Taylor Nelson Sofres' CMR.

Michelin, which doesn't break out Uniroyal's financials, reported Sept. 30 consolidated global net sales increased by 3.6%, but volume dipped by $2.4%. The French tiremaker also noted its U.S. sales slid by 16.4% in September.

In North America, the tire marketer's sales to automakers fell by 38% in the first nine months of 2001, mostly due to production cutbacks.

Michelin said it's preparing for a further weakening of worldwide economies in 2002.

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