Citroën has extended its UK relationship with creative agency CMW following the agency’s successful activity with the brand’s new car buying audience.
As well as being the partner supporting Citroen’s successful ongoing customer communications CMW will now also be responsible for all of Citroën’s CRM activity for used car and business customers. The agency will provide strategic leadership to help the car manufacturer develop a greater level of service and a personal connection with both its existing and prospective customers.
Liz Wilson, CEO, CMW said: “We’re always proud to grow our existing client relationships, it’s a tribute to what the team here have achieved, and in the current new business environment growing valuable long-term client relationships is an essential part of every good agency’s strategy.”
CMW will supply data analysis and strategy as well as creative execution to reach the fleet and business community which accounts for around 60 per cent of all new car sales. This will run alongside the planned used car sector activity, which will see CMW help Citroën increase its share of the market, worth 7 million car sales a year, through acquisition and loyalty-building programmes.
Jules Tilstone, Marketing Director, Citroën said: “CMW have proved their contribution to the Citroën business over the last three years with strong ROI for our customer communications so they were the obvious choice to create a similar impact on these two new workstreams. ”
The appointment follows hot on the heels of two other pieces of new business this year: CMW’s global appointment to luxury goods brand Tolkowsky and to the Eucerin brand by their existing client Beiersdorf
*all market data sourced via SMMT, December 2012