Dongfeng Peugeot-Citroën’s media business up for pitch in China

A number of media agencies have been contacted this week to pitch for the combined media business for locally manufactured Peugeot, Citroën and imported car models.

In February 2012, the business for the DPCA joint venture was centralised under Midas Media, a unit under GroupM. The account was reportedly worth US$100 million (609 million yuan) in billings. Annual adspend was said to be around US$1.64 billion (10 billion yuan).

The Midas team was spilt into two: the northern team was responsible for the Peugeot brand while the southern team was in charge of Citroen. Dongfeng Peugeot and Dongfeng Citroën took a 3.5 per cent share of the market in 2012, and the company is aiming for 5 per cent by 2015.

Havas Worldwide, formerly Euro RSCG, is the creative agency, while Socialistic China holds the digital business.