It is understood that the joint-venture plans to consolidate the assignment, as it wants to build stronger identities for the three brands. The brief is expected to include creative and the development of marketing strategies and integrated campaigns.
The review comes as the two partners have agreed to expand their cooperation, reintroduce the Peugeot marque and rename the joint-venture as Dongfeng Peugeot Citroen Automobiles.
The creative review is expected to cover the brief for Sara, now with Euro RSCG; and Elysee and Fukang, held by local shop MegaCom. Euro was appointed in December to handle a fourth brand, Picasso. Industry sources believe the shootout has attracted Euro, Dentsu, FCB and Publicis. A media review has been completed; sources said MindShare, which handles Sara, battled ZenithOptimedia and Dentsu for the role.
Sara's main competitor is Bora, part of the Volkswagen family. Elysee and Fukang, which boast relatively low selling prices, compete mainly against Shanghai GM brands such as Sail.
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