BREAKING: So much riding on safety

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Michelin North America will hike its ad budget through yearend, partly behind this tire safety and quality print ad from DDB Worldwide, New York, that broke in the wake of Bridgestone/Firestone's recall. Michelin's new ad began Sept. 11 in two national newspapers and the marketer is studying plans for other media, said Scott Clark, VP-marketing. Calls to the marketer's toll-free number have risen 75% since the Aug. 9 recall as consumers seek information about replacements for their Firestones, Michelin said. Mr. Clark said Michelin's beefed up budget, which is rising less than 10%, also will support its new Cross Terrain tire, which he bills as the industry's first sport-utility vehicle tire. Copywriter: Chuck Griffith. Art Director: Di Walker.
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