Automotive group Cycle & Carriage (C&C) Singapore has appointed Havas Media Singapore as its media agency for six of its automobile brands. This includes Mercedes-Benz, Kia, Citroën, DS, Mitsubishi and Maxus. The agency will be tasked with handling media planning and buying for the six brands, with a focus on developing the group’s digital communications strategy.
The appointment follows a pitch which saw three other agencies vying for the account. Marketing understands these agencies are OMD, IPG Mediabrands and incumbent MEC (now Wavemaker). According to Dawn Pan, head of sales and marketing for Kia, Cycle & Carriage, Havas Media demonstrated an impressive understanding of automobile retail industry. As a result, it was Cycle & Carriage was "really pleased" with the quality of its recommendations based on strong consumer insights
“The agency has a compelling integrated offering and we are looking forward to work with them to bring our brands to the next quantum of growth,” Pan added.
“Each of the automobile brands distributed by Cycle & Carriage is an extremely strong brand in its own right with significant market presence built over the years. We are excited to be given the opportunity to work on this esteemed portfolio of brands and partner our clients in their integrated media strategies and digital acceleration efforts,” Jacqui Lim, CEO of Havas Media Singapore, said.
Last week, Cycle & Carriage’s Kia, picked Havas Singapore as its creative agency, the contract is for a period of one year with an option to extend for another. As part of this remit, Havas Singapore will manage the creative, digital and integrated communications for the brand.