Michelin North America Chooses Signal Theory as New B2B Agency
Signal Theory logo plus the Michelin logo

Michelin North America, Inc., the world’s leading tire company, has named Signal Theory as its North American B2B Marketing Creative AOR  after an RFP process.

Michelin Group LogoThe agency will support Michelin’s business covering all tire categories in its various commercial market segments: on-road, urban, material handling, agriculture, construction, mining, aviation and TWEEL™. The company’s B2B portfolio brands include Michelin, BFGoodrich, Uniroyal and Camso. 

“As we continue to innovate our services and solutions that will make mobility safer, more efficient and environmentally friendly, we believe Signal Theory will be the right agency partner to help us drive greater impact, awareness and advocacy for the Michelin brand in the U.S. and Canada,” said Pierluigi Cumo, Vice President of B2B Marketing for Michelin North America, Inc.

“Signal Theory has a track record for growing brands in a way that humanizes the brand to be the most relevant to customers in the most relevant channels,” said Cumo. “We selected their team because of their industry experience and their understanding of the behavioral science principles that influence customer decisions and behaviors.”

The scope of work includes the development and execution of a holistic marketing communications strategy for Michelin B2B North America, including content strategy and creation. The agency’s goal is to elevate, enhance and integrate Michelin communications throughout the customer journey and at all touchpoints.  

“For us to represent one of the most universally recognized brands like Michelin that is committed to sustainably improving the mobility of goods and people – that is a dream client scenario,” said John January, co-CEO of Signal Theory.

Signal Theory started working with the company in April of this year after an RFP process that ran from December 2023 to March 2024. The firm is focusing on priority objectives that educate customers on Michelin’s longer-lasting and more efficient products and services.

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