MPG lost the French media buying contract for Peugeot to Omnicom's OMD. However it managed to retain the account in Spain and gained it in Germany.
In order to give itself a better chance of competing against OMD in the two-way pitch, MPG set up joint venture with WPP's Group M. The outfit, named 2MV, was designed to bolster MPG's offering in regions where it has been traditionally weak.
MPG's capture of the German Peugeot account will be seen by some as justifying this strategy. However, MPG's loss of Peugeot in the advertiser's native France bodes ill for Havas's relationship with the advertiser.
Havas's creative network Euro RSCG currently holds both the Peugeot and Citroen accounts, while its direct marketing concern EHS Brann holds the below-the-line business.
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