Saatchi & Saatchi Shanghai named creative AOR for Citroen DS

Michael Lee, MD of Saatchi & Saatchi Shanghai confirmed to Campaign that the business was awarded last week.

The first round pitch was a credentials presentation, involving six agencies, including DraftFCB, Ogilvy & Mather Lintas, Euro RSCG and a local agency, while Saatchi & Saatchi Shanghai, Ogilvy & Mather, Lintas and Euro RSCG went forward to the second round full strategic creative pitch.

Lee, who only joined Saatchi two months ago, led the pitch together with Ng Fan, ECD and Paul Chan, senior business director.

Euro RSCG is still the global alignment agency for PSA Peugeot Citroen.

Citroen has ja oint venture with China Chang’an Automobile Group in China, which will produce the premium line of Citroen DS model, due to reach the market in the first quarter of next year.

Lee pointed out that Citroen DS, has a "French sexy look" that is crossover of SUV and hatchback, and is targeting the emerging segment of affluent consumers in China who prefer a car that has personality and attitude instead of just something that shows off their wealth.

Saatchi & Saatchi won the China Telecom's creative account in April and Chivas last year. Euro RSCG were the incumbent for these accounts.