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Michelin chooses Ruder Finn for the 15th consecutive year


Michelin, the world’s leading tire manufacturer, has renewed its retainer with Ruder Finn. This 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 floating Bibendum – the Michelin Man. In the last 15 years, Ruder Finn has assisted in building Bibendum into one of the most recognized brands in China. From this preliminary media work, the relationship extended to annual retainers, extensive CSR programs, product launches, corporate positioning and issues management.

With the massive growth in the car industry in China and the challenges it brought to the Chinese roads, Michelin was the first tire company to focus on safe driving initiatives as early as 2001, partnering with driving schools to teach driving skills; this expanded over the years to cover comprehensive education programs as well.

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 centers, 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 programs, Ruder Finn assisted in bringing in NGOs as partners and developing relationships with global youth environment group, ‘Roots & Shoots’, among others.

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."

About Michelin

Michelin, established in France in 1888, is the world’s leading tire manufacturer with 70 plants in 18 countries, 115,000 employees and marketing operations in more than 170 countries. Michelin is dedicated to improving global sustainable mobility by designing, manufacturing, and marketing tires for a wide range of aircraft, automobiles, bicycles, motorcycles, earthmovers, agricultural equipment and trucks. Michelin’s research and development is strongly supported by their innovative technology centres in Europe, America and Japan. Michelin is also well known for its publication of the Red Guides to hotels andrestaurants, Green Guides for tourism and Road Maps. In 2001, ViaMichelin was established to represent Michelin’s digital mapping services and has since developed the offering to providing mapping and travel solutions for the internet, mobile and satellite navigation products

Since Michelin set up its first China office in Beijing in 1989, and opened its first plant in Shenyang in 1995, the company has introduced advanced technology and high quality products into China. Currently, Michelin has four plants and marketing operations in Shanghai, Guangzhou, Chengdu, Shenyang, Xi’an and Hong Kong, employing more than 6,700 staff.


Ruder Finn, Inc. is one of the largest independent integrated communication firms in the world, with offices in the United States and Europe, as well as in Beijing, Shanghai, Guangzhou, Hong Kong, Singapore, Mumbai and New Delhi in Asia. Through these offices and our affiliates worldwide, the agency serves the global and local communication needs of over 250 corporations, governments and non-profit organizations. For more than 60 years, the Ruder Finn name has been synonymous with excellence in communications. Ruder Finn’s global strategic focus is on four operational pillars which constitute the core of our growth – Health & Wellness, Corporate & Public Trust, Global Connectivity and Life+Style.

In Asia, Health & Wellness includes GE Healthcare, Mead Johnson, Novartis, Pfizer, Roche, Sanofi and Weight Watchers. Corporate & Public Trust includes L’Oreal, Founder Group, Michelin, Boeing, Bosch, Volkswagen, Citic Bank,Singapore EDB, Visa, LANXESS, Amazon, Omron and Carlsberg.. Life+Style includes luxury brands like Cartier from the Richemont Group, Givenchy from the LVMH Group, as well as Hermes, Bang & Olufsen, Lamborghini, Lexus, Tod’s Group, Breitling and the Jumeirah Group. Global Connectivity includes DHL, Emirates, Hawker Beechcraft, IEEE and Contact Singapore. Those four pillars are supported by award-winning divisions such as RFI, focusing on Interactive, Social Media and ePR and INSIGHT which focuses on research and trends, producing the China Luxury Forecast and the CSR Index with Tsinghua University. For more information on Ruder Finn, please visit www.ruderfinn.com orwww.ruderfinnasia.com, or Chinese website http://cn.ruderfinnasia.com