Citroen's new agency breaks first ad

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PARIS--Havas Advertising-owned Enjoy Scher Lafarge, Paris, is airing its first ad for French car maker Citroen since it snagged the company's promotional budget from fellow Havas agency Euro RSCG Works, Paris.

The new TV spot -- designed to increase foot traffic in Citroen dealerships nationwide -- shows an astronaut landing on an unexplored planet. Rather than being excited at the prospect of charting new territory, the astronaut expresses disappointment that his mission will prevent him from visiting a dealership during Citroen's Dream Days promotion.

Citroen gave the promotional budget to Enjoy Scher Lafarge in early June, the first time it has strayed from lead agency Euro RSCG Works in more than two years. Enjoy is no stranger to the automaker: Top managers Christophe Lafarge and Gilbert Scher handled much of Citroen's business in their previous agency, which was a member of the Euro RSCG network.

Yves de Frate, co-president of Euro RSCG Works and global account manager for Citroen, has taken a low-key approach to Enjoy Scher Lafarge's intrusion, noting the move was in his client's best interest and is in no way a reflection of dissatisfaction with his agency's work on the account.

Euro RSCG Works has devised a series of award-winning ads for Citroen's newest launch, the Xsara Picasso compact minivan, that have helped push sales of the new car beyond first-year projections after only

Copyright June 2000, Crain Communications Inc.

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