Michelin enlists Lowe Lintas

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Michelin North America, Greenville, S.C., tapped Lowe Lintas & Partners Worldwide, Chicago, as agency of record for its new relationship marketing initiative. The agency's direct marketing unit, Lowe Lintas Columbian, will handle the Michelin assignment, managing direct marketing, retail partnership and database analysis for the Michelin, Uniroyal and BFGoodrich tire brands. Michelin chose Lowe Lintas after a review that included Rapp Collins Worldwide, New York, and North Carolina-based Target Marketing.

Copyright January 2000, Crain Communications Inc.

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