Peugeot has consolidated its advertising business across Europe, Middle-East-Africa, South America, Mexico and Asia Pacific and made Accenture Song as its global agency of record, following a competitive pitch.
The agency, which is the tech-powered creative group of Accenture, will begin work in January 2024. The appointment is designed to meet the ever-evolving needs of consumers and support the car giant’s ambition and trajectory to be the electric vehicle (EV) leader in Europe by 2025.
Accenture Song is tasked with helping to enhance familiarity and appeal to the brand and its wide EV line-up for a new younger, global audience with creative communications across all channels for the marque, which is part of the multinational automotive manufacturer Stellantis.
The first campaign will be a fully integrated launch of the new Electric Fastback SUV E-3008 in early 2024. It will be followed by supporting activities for the reveal of the new E-5008, as well as further launches yet to be revealed.
Accenture Song provides Peugeot with a centrally-led, globally executed and tech- and data-powered operating model, designed to deliver world-class creativity to connect the brand to its audience.
Peugeot head of marketing and communications Phil York said: “Over the last few years, we’ve seen dramatic and fast unfolding step-changes in the automotive industry and customer expectations.
“This rapid pace of change requires bold thinkers, and we’re thrilled to be partnering with Accenture Song to help us on our journey of transformation into a 100% electric brand that sets new benchmarks for alluring design, driving pleasure and tech.”
Accenture Song chief executive officer David Droga added: “Together, Peugeot and Accenture Song aim to do something new and different. Peugeot has an exciting opportunity in the electric category to define its products and services with a distinctive and human approach, emotionally connecting with a new generation of drivers.
“I believe our tech-powered creatively driven model, that’s fuelled by our collective ambition, will support Peugeot in the vision of becoming a true tech mobility company.”
Volkswagen drafts in Google chief to head up marketing
Sacré bleu, car ads in France must promote walking too
Marketers call for tougher rules; do they mean it man?
GM signs deal to train its marketers to be ‘best in world’
Vauxhall brand is as British as fish and chips, ASA rules