CMW lands more Citroën work - DecisionMarketing

Citroën has extended its UK relationship with CMW, which was first appointed four years ago, by handing the agency all of its CRM activity for both used cars 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.
CMW will supply data analysis and strategy as well as creative execution to reach the fleet and business community, which accounts for around 60% 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.
Citroën marketing director Jules Tilstone 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.”
CMW chief executive Liz Wilson added: “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.”
The agency picked up the direct marketing account for the marque after the incumbent, Kitcatt Nohr, landed the Toyota business. At the time, Citroën UK said that Kitcatt Nohr had resigned by mutual consent.
CMW already had an existing relationship with Peugeot, which is a sister company to Citroën.

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