Peugeot Citroen divides buying, planning biz

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[London] PSA Peugeot Citroen has split its pan-European media buying and planning business between Omnicom Group's OMD and 2MV, a joint venture between Havas' MPG and WPP Group's Group M. Aegis Group's Vizeum and Interpublic Group of Cos.' Initiative also pitched.

2MV brought together two rivals who hoped to win the European business but lost to OMD the biggest chunk, the $425 million account for the French car maker's home country previously handled by MPG. Despite losing France, 2MV wrested Germany from OMD and kept Spain.

OMD ended up with a total of $780 million in billings for France, the U.K., Switzerland, Denmark and Russia. It's unclear whether the 2MV alliance will survive the Peugeot Citroen review to pitch jointly for other business. Havas' Euro RSCG keeps the creative account across Europe, but MPG's loss in France is a blow to the holding company's standing with Peugeot Citroen.

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