The company was aligned with Publicis in China between 2004 and 2006, but since then has been without an agency. It is understood to be exploring opportunities with Publicis sister agencies Saatchi & Saatchi and Leo Burnett.
Sheena Jeng, chief executive of Publicis China, said that Carrefour was looking for a “slightly different point of view on local operations”, explaining that the company’s approach had hitherto focused on tactical, promotional executions rather than branding.
Sheena Jeng, chief executive of Publicis China, said that Carrefour was looking for a “slightly different point of view on local operations”, explaining that the company’s approach had hitherto focused on tactical, promotional executions rather than branding.
Jeng was unclear on when a decision as to creative alignment would be reached, stating that Carrefour was still deciding internally whether to use an agency in the Chinese market.
The world’s second-largest retailer, Carrefour appointed Publicis Groupe to handle its $1 billion global advertising account at the beginning of the year.
