Michelin, the world’s leading tire manufacturer, has renewed its
retainer with Ruder Finn and will be the 15th consecutive year that the
French company has worked with Ruder Finn China.
The relationship began in 1998 with a single event on the Great Wall displaying a giant Michelin Man.
In the last 15 years, Ruder Finn has assisted in building Bibendum into one of the most recognised brands in China.
From this initial media work, the relationship extended to annual retainers, extensive CSR programes, product launches, corporate positioning and issues management.
With the massive growth in the car industry in China Michelin was the first tire company to focus on safe driving initiatives as early as 2001, partnering with driving schools to teach driving skills and was expanded over the years to cover comprehensive education programmes.
Ruder Finn was also heavily involved when Michelin brought Challenge Bibendum, a major annual sustainable international mobility event, to China in 2004 and 2007.
Focusing on Green Mobility, the event brought in 3,000 participants from the Auto sector, research centres, universities, NGOs, governments and media from around the world to show green mobility technologies and assist in shaping regulatory environment and consumer behavior.
For the CSR programme, Ruder Finn assisted in bringing in NGOs as partners and developing relationships with global youth environment group, ‘Roots & Shoots’, among others.
Ruder Finn also supported Michelin’s network development with the launch of the first TyrePlus Store in January 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
Jean-Michel Dumont, Chairman of Ruder Finn Asia, said: “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.”
He added: “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.”