Carat will initially split the plum pounds 78 million
Peugeot-Citroen account with its sister media shop BBJ.
Carat won the planning and buying accounts a week ago (Media Business, 3
The agency will handle the planning and buying for the pounds 27 million
Citroen side of the business, plus buying for Peugeot; BBJ will look
after planning for Peugeot.
However, insiders speculate that a centralised Peugeot-Citroen team
could be formed, which would consist largely of Carat personnel.
Carat sources said the team on the account had not been confirmed, but
it is thought to be the same group that handled Nissan during its tenure
at the agency.
Mark Priestley, associate director at Carat, headed the Nissan account,
with TV buying handled by broadcast manager Azon Howie, assisted by
broadcast buyer Lucy Pickering.
Ray Kelly, Carat Group UK chief executive, said the win was a credit to
the motor expertise of the two agencies.
Initiative Media, the incumbent, was informed last Wednesday that it had
not been successful in retaining the Peugeot-Citroen task.
Carat and BBJ will not take over the reins until January next year.