Dongfeng Citroën appoints Publicis China for new car launch

The appointment follows a four-way pitch that included Shanghai Advertising and WE Marketing.

Dentsu handles four of Dongfeng Citroën’s car models, including the Fukang, Elysee, Picasso and Xsara. However, Dentsu was not invited to attend the pitch.

“Dongfeng-Citroën is keen to explore new thinking and innovative ways to break into the competitive China car market," a spokesperson of Publicis China said. "That’s why they have hired another new agency to inject some breakthrough ideas for the new car launch.”

The new account will be led by Publicis' Red Lion. Contract terms are still under negotiation, and the launch date for the car has yet to be confirmed.

This year marks Citroën's 20th anniversary in the Chinese car market with its joint venture partner Dongfeng. During this period the companies have produced more than 1.6 million cars. Vehicles are distrubuted through a 360-strong dealer network, according to a local media report.

Publicis China’s automotive clientele also includes Chang’an Automobile. Publicis also worked on Volkswagen sub-brand Skoda last year, which is currently reviewing its creative business. Publicis confirmed that the agency no longer worked on the account.

This is the second account win for Publicis China in April. The agency recently secured the creative account for Haier, China's leading white goods and home appliance brand, from ADK.