Peugeot has appointed CMW to handle the £1m integrated account for its fleet business following a five-way pitch against undisclosed agencies. There was no incumbent.
The move is part of the carmaker’s strategy to boost awareness among key corporate and fleet management customers.
CMW, which has handled Peugeot’s direct marketing since 2005, now has a brief to build the car marque’s reputation in the fleet sector. It will have a particular focus on its green credentials. Its remit also includes strategy development and data and customer journey analysis, through to advertising, digital and direct marketing activity. The first work is expected to break in March.
CMW managing director Martin Nieri says: “The fleet market is a vital one for Peugeot with a range of challenges that need to be addressed in our increasingly prudent and environmentally aware society.”
The appointment follows Peugeot’s decision to award Euro RSCG the advertising account for its dealership network following a pitch (MW.co.uk, January 5). Incumbent agency McCann Erickson Manchester was involved in the review and has retained the media planning and buying account.