The review, which is being co-ordinated from Michelin's French headquarters in Clermont-Ferrand, is in its early stages, but several networks have been approached to pitch for the business.
Sources indicated the catalyst for the review was Michelin's decision to take co-ordination of media agency arrangements in-house. Previously a Belgium-based consultancy, PII, organised Michelin's patchwork of media agencies.
Brand Connection handles Michelin's UK media planning and buying business.
Michelin's total UK marketing spend is about £4 million.
The agency worked for Michelin before its rebranding from MBS Media to Brand Connection in 2001. The media review will not affect TBWA\London, which handles the UK creative account as part of a pan-European relationship between Michelin and TBWA.
Michelin is a public company listed on the French Stock Exchange, but is still run by a member of the Michelin family, Edouard Michelin. It manufactures tyres under brands including Michelin, BF Goodrich and Uniroyal.
Michelin expanded its automotive interests in 2003 with a joint venture with TRW Automotive called EnTire Solutions. It sells around 180 million tyres a year and the group's interests extend into travel publications.
Thierry Rudloff, Michelin's head of car marketing, was unavailable for comment.
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