The agency successfully defended the account after a pitch against Vizeum and 2MV, a joint venture between Media Planning Group and WPP's Group M.
OMD's UK triumph was part of a pan-European review that saw PSA's media account in France move from MPG to OMD and the German account switch from OMD to MPG. MPG retained the business in Spain while Vizeum picked up the PSA account in Italy.
OMD has held the UK account for more than three years. It took the business after Carat resigned the account in 2001 over conflict with its Renault account. Carat won the PSA brief the previous year from Initiative.
PSA called the media review in March. MPG reacted by launching 2MV to give itself a better chance of competing against OMD and Vizeum in markets where it was weak. This helped it to win the account in Germany but the loss of the business in France, PSA's home market, will be a major blow to MPG.
Euro RSCG, the Havas-owned creative network, continues to handle advertising for the Peugeot and Citroen brands. Peugeot spends £34 million in the UK and Citroen spends £30 million. EHS Brann holds the PSA direct marketing business.
PSA is also reviewing its outdoor buying account, currently with Outdoor Connection, but has yet to appoint a specialist to the business.