Havas Consigns Citroën Shop to Scrapheap

19 June 2002

Agency giant Havas has scrapped Parisian unit Euro RSCG Works, the shop set up three years ago to service the global account of Citroën.

Rumours that such a move was imminent have been circulating since the international (i.e. non-French) portion of the business, worth around $300 million (€316m; £202m), was shifted in March to a brand team in Paris responsible for creating strategy and subcontracting creative to sibling Euro RSCG shops around the world.

This operational template, unaffected by the demise of Works, mirrors the way Havas handles Citroën’s sister car brand Peugeot.

Meanwhile, the $130m French duties will be transferred to a newly created agency yet to be christened by Havas. In charge of the dedicated Citroën shop will be Yves del Frate and Frederic Temin, co-presidents of Works.

The upheaval is part of a broader overhaul of top French network Euro RSCG, which will be split into three units: BETC Euro RSCG (traditional advertising); The Sales Machine Group (marketing services); and Euro RSCG C&O (corporate marketing).

Aside from Citroën, several other accounts will be reassigned following the closure of Works. A number of retail accounts will move to Euro RSCG C&O, while BETC Euro RSCG picks up duties for luxury brand range Louis Vuitton.

Data sourced from: AdAgeGlobal.com; additional content by WARC staff