Tyre manufacturer Michelin has awarded its $US100 million global media account to Havas after a competitive pitch.

Havas won the business from incumbent MEC, owned by WPP. Michelin’s global creative will continue to be handled by BWA\Chiat\Day.

In a statement, Havas group global managing director Dominique Delport said: “We are delighted to welcome global giant Michelin as our new global strategic media partner.

“Our ‘organic marketing approach’ appealed to Michelin’s genuine passion to discover new ways of working to create a positive and sustainable vision for the future.”

A spokeswoman for Michelin said: “We are confident that Havas Media will help Michelin further its journey with a marketing approach based on data-driven and content-powered strategies, increasing our knowledge of the consumer journey helping us master communications in the digital age.”