Michelin pumps A&P dollars into new tyre

• Michelin Malaysia assigns 10% of A&P budget to promote new tyre
• TBWA-Tequila\ Malaysia, Chamelon Advertising to handle creative work
• Mediaedge:ciato handle media
  

Malaysia – Michelin Malaysia will assign 10% of its annual advertising and promotions budget to market the newly launched Michelin Primacy LC tyre product.

Marketing and sales activities will roll out in stages throughout the year starting with roadshows while advertisements in print media and digital will be handled by TBWA-Tequila\ Malaysia and Chamelon Advertising. Mediaedge:cia is responsible for media planning and buying.

In November last year, Michelin's Michelin Masters campaign was named the only piece of Malaysian work to win a Marketing Agencies Association Worldwide (MAAW) award when it snatched a silver Globe. TBWA-Tequila\ Malaysia was responsible for the campaign.