Peugeot set to hold review of £7m direct marketing business

Peugeot is conducting a review of its £7 million direct marketing business.

The account is held by EHS Brann, but the car manufacturer is holding a statutory review through the AAR. Brann held the account before the merger with EHS last November.

Peugeot is understood to be looking for an agency to work on a range of direct marketing activity that includes telemarketing. As well as handling direct mail, Brann's Bristol call-centre worked on telemarketing for Peugeot.

It is unclear whether EHS Brann will repitch for the Peugeot business.

It is about to lose its BMW account, which is also under review - the agency pulled out of the pitch last month. It has also lost the bulk of its Guinness UDV business following a roster review. However, apart from Peugeot it has two automotive accounts in Mini and Volvo.

The review follows recent changes in Peugeot Citroen's UK agency relationships.

It has moved the Citroen creative account into Partners BDDH from Euro RSCG Wnek Gosper and OMD UK picked up the UK media account after a pan-European review.

Peugeot uses direct marketing both to bring in new customers and to build loyalty. Brann built a CRM programme that involved direct mail, internet and call-centre activity. Peugeot is third in the UK car market, with sales of 36,908 units. This puts it behind Ford and Vauxhall.

Creative for Peugeot continues to be handled by Euro RSCG Wnek Gosper.

Peugeot is gearing-up for marketing activity to support launches of new estate versions of its 307 and 206 models. It is also launching a new sedan car called Pluriel.


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