GM, Peugeot review China biz

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[Shanghai, China] In China, where ad reviews and international agency alignments are often complicated by local joint-venture partners, PSA Peugeot Citroen is starting a review of its China car business and Shanghai General Motors has awarded Cadillac to Publicis Groupe's Leo Burnett Worldwide and narrowed a bigger Chevrolet review to three networks.Shanghai General Motors, a joint venture between General Motors Corp. and Shanghai Automotive Industry Corp., has named Burnett to reposition Cadillac in mainland China, where local production will start in 2005. A media pitch will be held later. In the Chevrolet review, incumbent Bates Asia, part of WPP, is pitted against Interpublic agencies McCann-Erickson Worldwide and Foote, Cone & Belding. Havas' Euro RSCG Worldwide is PSA Peugeot Citroen's global network, but in China the agency is pitching against three other agencies for the four models PSA and its partner Dongfeng Motor sell there. They are believed to be Dentsu and Interpublic's Lowe & Partners and FCB. Local shop MegaCom handles two models, Elysee and Fukong. Euro RSCG picked up Picasso last December from MegaCom and also handles Xsara.
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