Carat looks certain to have nailed the prized pounds 75 million
media planning and buying account for Peugeot-Citroen.
Peugeot-Citroen would not confirm that a decision had been taken but one
is known to be imminent.
BBJ, New PHD, Media Planning, Starcom Motive, Zenith and the incumbent
Initiative Media all pitched for the business. Last week, the list had
been pared down to Initiative and Carat.
The news will be welcomed by Carat’s parent company Aegis, which has
lost two major car accounts in the last nine months.
BBJ lost the pounds 85 million Volkswagen-Audi account in September 1999
and the pounds 25 million Nissan account went to OMD in February.
Initiative’s Peugeot-Citroen contract expires at the end of 2000. This
fits in well with Carat’s schedule as it is expected to hand over the
Nissan account to Manning Gottlieb Media at the end of the summer.
BBJ and Carat are pitching for the pounds 15 million BMW media buying
account, held by Zenith. It seems likely this will be placed with
Carat’s sister agency BBJ.