Cycle & Carriage picks Havas for Citroën account

Automotive group Cycle & Carriage (C&C) Singapore has appointed Havas Group to handle the creative, digital and integrated brand communications for its two brands, Citroën and DS.

Havas Group will be responsible for raising Citroën & DS’ profile and awareness in Singapore, as well as developing both brands' strategic direction and roadmap for product launches and brand amplification. The account will be led by Genevieve Seah, business director, Havas Group Singapore.

To facilitate further growth opportunities for the brand, the agency has expanded the team to hire Jessica Yeo as account manager. Previously from Mullenlowe, Yeo will be driving the execution with a focus on maintaining client relationships and identifying key business leads where the Citroën brand can be positioned optimally.

This comes as Cycle and Carriage’s second brand that Havas Group has in its client portfolio, the first being Kia Motors which was won by the agency after a pitch in 2017.

Dawn Pan, deputy director, multi-franchise operations, Cycle & Carriage Singapore said Havas Group’s integrated offering marries data, media and content effectively to result in "more meaningful and relevant communication" for its brands and how the agency engages with the consumers. "Additionally, Havas Group’s depth of expertise and knowledge of the automobile sector is a huge advantage that will helps us to strengthen Citroën and DS’s position in the market," she added.

On Citroën & DS being part of Havas Group’s growing clientele, Seah said Citroën is a "much loved and popular brand" that prides itself in making people and their lifestyles its first source of inspiration. "Havas Village’s multi-disciplinary approach to solving a business problem coupled with our Vivendi parentage is geared to build meaningful brands and we are looking forward to further reinforce Citroën’s brand direction and making it one of the most salient brands in the consumer automotive category," she added.

Cycle & Carriage, a member of the Jardine Cycle & Carriage Group, started out in 1899 and currently retails Mercedes-Benz, Mitsubishi, Kia and Citroën, DS and Maxus  passenger cars and commercial vehicles.

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