August 17, 2012

Michelin Chooses Ruder Finn For 15th Consecutive Year

Tire manufacturer Michelin has renewed its retainer with Ruder Finn (www.ruderfinn.com). This will be the 15th consecutive year that the French company has worked with Ruder Finn China.

Ruder Finn assisted Michelin during the launch and restructuring period of its Shanghai and Shenyang joint ventures. Crafting key messages for China and Europe were critical in addressing governments, media and partners concerns. Brand building for its flagship Michelin, Warrior and BFGoodrich, as well as product launches including the first green tires in the market have placed Michelin in a leadership position in those segments. Ruder Finn also supported Michelin's network development with the launch of the first TyrePlus Store in Jan. 2003 which has since grown to more than 730 stores.

The relationship was extended to Ruder Finn Hong Kong with the launch of the HK & Macau Red Guide in 2009 and its subsequent publications for the last four years, while Ruder Finn's Japan affiliate, Kyodo PR, has been working with Michelin since 2003 and Tokyo Red Guide since its launch in 2007

"Michelin was the first client I worked on when I joined Ruder Finn in China, so it brings fond memories. It has been a fantastic partnership as we grew with Michelin in China, supported their vision and were able to assist them extensively across our network," Jean-Michel Dumont, Chairman Ruder Finn Asia, said. "The leadership of the account over the years span across our three offices in Mainland China, with direct involvement of the general managers and teams in Beijing, Shanghai and Guangzhou, ensuring strong understanding and consistency of the brand messages."