Montreal’s Le Groupe TMC/MediaCom has handled the Canadian work for Michelin and BF Goodrich for the past 25 years, Gloria Di Ioia, its managing partner/GM, tells MiC. So when Michelin North America put out an RFP aimed at harmonizing media duties for the US, Canada and Mexico, she says her team ‘worked extremely hard to make sure we were kept in the loop and to help our colleagues in the other two countries’ pursue the opportunity.

The result, announced on Monday, was a victory for WPP Group’s MediaCom, whose American, Canadian and Mexican offices will handle media planning and buying for all of Michelin’s product lines – an account that’s reportedly worth US $112 million.

‘We’re very excited about this,’ says Di Ioia. ‘When you work with a client for 25 years, it’s nice to know that you’re not taken for granted. But this is not a gift. The team here has had to really be on our toes and work really, really hard to help make it happen.’