Euro retains Dong Feng Peugeot

Beijing - Dong Feng Peugeot has retained Euro RSCG China as agency of record tasked with brand strategy and developing advertising following a competitive review. 

The win also expands the agency's relationship with Dong Feng Peugeot to include managing all integrated brand communications and coordinating all project based activities with other vendors.

Euro RSCG China's win came after a review that involved up to nine agencies -  and against Ogilvy, Dentsu and Publicis in the final round.

The agency previously held the account for five years, having helped Dong Feng Peugeot launch the 307 - said to have become one of the most popular mid-sized cars in China.

Matt Donovan, director of strategy for Euro RSCG Asia Pacific said, "To enable us to identify the right strategy for Dong Feng Peugeot, we used more than 50 different inputs of data and insight, and several innovative research techniques."

He continued, "Our aim is to get our clients to the future first. By looking forward with Euro RSCG proprietary tools such as Prosumer, we were able to create an innovative strategy for Dong Feng Peugeot, which we believe will be a key to driving success in China's complex auto market."

Apart from retaining Euro RSCG for its above-the-line, Dong Feng Peugeot has appointed OgilvyAction Beijing to handle its field marketing account and OgilvyOne Beijing to develop its digital strategy.