The agency will develop creative work centrally for implementation across the region.
TBWA already works with Michelin in Europe, China and Thailand. DDB Melbourne retains regional responsibility for its below-the-line activity.
The TBWA pitch team included representatives from Australia, Japan, Malaysia, Indonesia, Singapore and France. TBWA\Thailand, the incumbent agency for the local business in Thailand, was the lead agency in the pitch process.
TBWA\Paris, which handles the European business, was also actively involved.