BETC Creates TRACTION, a Dedicated Agency for Citroën

Citroën, the much-loved French auto brand, has assigned its global communications accounts to TRACTION, BETC Group, a newly-created agency.

The new account will be handled through a dedicated, integrated and international unit named TRACTION, led by Bertille Toledano and Stephane Xiberras, Presidents of BETC Paris.

“It is an immense pleasure and a huge responsibility to handle such a strong brand, so French and so creative. Citroën has the DNA of an iconic and world-class brand,” says Bertille Toledano, President of TRACTION. 

The name TRACTION pays homage to the legendary ‘Traction Avant’ (front-wheel drive) vehicle produced by the car manufacturer [pictured] from 1934 to 1957.

TRACTION was created to answer the strategic and creative challenges of a world-class brand.

For the past 30 years, Citroën has been a historic account at the Havas network, which helped build the iconic brand. Most recently it was handled by the agency Les Gaulois. The whole global account has shifted to fellow Havas shop, BETC.

TRACTION will be physically located in the third floor of Les Magasins généraux in Pantin and will officially open on October 1st.

Arnaud Belloni, Worldwide Chief Marketing of Citroën, says:”I grew up with the imagery of Citroën iconic communication items, with the chevrons, the aircraft carriers, and the ‘revolutionaryr men. We want to use the spirit of its past as inspiration to foster its revival and bring the brand back to modern values.”

And Stephane Xiberras, President and ECD of TRACTION, is clearly looking forward to working with such an iconic French brand. “To have the opportunity to take the creative lead of such an incredible automobile brand, that has produced legendary creative campaigns, is an honour and a great responsibility,” he says.