Dong Feng Peugeot looks to hone point-of-sale strategy

The shift marks OgilvyAction’s first win of an automotive client.

The company has also appointed OgilvyOne Beijing to develop its digital strategy, but has maintained its relationship with Euro RSCG in other, above-the-line areas, after a review that included a total of nine agencies. Ogilvy is not expected to have any direct contact with Euro RSCG in the servicing of the account.

The auto brand is keen to improve the performance of its retail outlets. Arthur Yu, the agency’s business director and managing partner, said that a sizable team would be assigned to develop roadshows and point-of-sale materials for showrooms, as well as co-ordinating media launches, communicating with the press and motivating potential consumers to take test drives.

Dong Feng Peugeot is a major client for Euro RSCG in China. Having played a key role in the launch of the 307, the agency will continue to develop brand strategy and above-the-line advertising for the company in what strategy director Matt Donovan described as "the fastest and most competitive auto market in the world."