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Michelin's marketing chief: Making the most of the Michelin man

The Drum travelled to Claremont in the south of France to meet Michelin’s head of brand Claire Dorland-Clauzel, the first woman to sit on the board of the famous tyre brand. The famous Bibendum character is obviously at the heart of the city; Dorland-Clauzel explains why she has put him back at the heart of the marketing too.

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