Michelin chooses Liquorice as its lead agency in SA

It is a highly coveted brand to work on around the world, and one that has been a pioneer in the tyre industry since 1889.

Michelin SA’s marketing manager, Luc Fayolle, commented about the appointment: “This was a highly competitive pitch and Liquorice really stood out above the other agencies. Their track record on innovation and excellence really aligns with Michelin’s focus.”

“This is an incredible opportunity,” says Liquorice CEO Miles Murphy. “Michelin plays a really important role in people’s lives every day, and we want to create internationally recognised work that showcases how superior the brand is. We’re very excited.” Michelin joins Liquorice’s list of clients including Unilever, Distell, Pioneer Foods, SA Home Loans and Sanlam.

When asked about the success of Liquorice’s work for some of South Africa’s biggest brands, Murphy said, “We’re purpose driven; we’re about digital innovation and work that works. It’s at the core of everything we do. And I can’t wait for us to put that approach to the test with Michelin.”

Fayolle concluded, “With Liquorice’s high-performance digital track record, we aim to usher in a new era of innovative marketing for Michelin.”

For more information about Liquorice, visit www.liquorice.co.za. Alternatively, visit and like their page on Facebook and follow them on Twitter.