Peugeot picks Omnicom Group's O.P.E.N as creative partner

Automotive brand Peugeot has appointed Omnicom Group to help create a bespoke agency named "O.P.EN" (short for Omnicom for Peugeot Engine) as its global creative agency. The appointment, which follows a global pitch, will be for three years. O.P.EN will be tasked to support Peugeot in its advertising and marketing communications from 1 January 2021 onwards. The remit will also cover Asia markets, however Omnicom declined to share details.

According to a press release, this new creative partnership will see O.P.EN being exclusively dedicated to Peugeot, in which Peugeot will have a gateway to Omnicom's offerings. These include marketing intelligence, communication strategy, creativity, technology, innovation and activation. Omnicom will also be providing creative talents and precision marketing from its worldwide network to cover Peugeot's activities in each of its local markets. Marketing has reached out to Peugeot for additional information.

The incumbent were BETC and Havas, which Peugeot thanked for their support for more than 30 years. The automotive brand said the agencies have contributed greatly through their creative talent, strategic relevance and transformative energy, to position Peugeot at where it is today.

Jean-Philippe Imparato, CEO of the Peugeot brand, said it aims to accelerate its international development, the digitisation of customer journeys, online sales and new mobility usages. "O.P.EN is a new agency model that will clearly support us in achieving our objectives with an innovative model," he added.

 Thierry Lonziano, marketing and communication director of Peugeot, said O.P.EN will aid Peugeot in accelerating the transformation of the automotive brand. "By leveraging the talents and technologies from Omnicon wherever they are located, Peugeot will benefit from a new, integrated, informed and internationally-focused agency model," Lonziano added.

"We are thrilled and honored to partner with the iconic Peugeot brand to jointly write the next chapter with a focus on innovation and global growth,” Jean Marie Prenaud, senior vice president, Omnicom said.

Omnicom Group has recently merged a few agencies across its Asian markets. Last month, it merged creative agencies f\adigital (formerly known as Focus Asia) and TBWA\ Group Vietnam to strengthen the latter's capabilities as Vietnam’s marketing landscape continues to evolve at speed. While its daily operation remains unchanged, f\adigital will now have access to a larger pool of resources, including talent and the global collective’s resource through this partnership.

Separately, it also merged its RAPP and Proximity agency groups within the Omnicom Precision Marketing Group under the RAPP Worldwide family. For China, this will mean integrating the RAPP China and Proximity China offices under the RAPP banner.

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