Cofidis has selected its new creative, social, and PR agencies through an invitation‑only tender process. The lead agency responsibilities were awarded to dentsu Hungary, which will now oversee the brand’s integrated campaigns, including all social media activities. From February onward, the PR mandate will be handled by Noguchi.

The creative tender focused on refreshing the brand platform: Cofidis sought proposals that could reinvigorate a well‑functioning yet recently somewhat exhausted marketing ecosystem. Following the multi‑round evaluation process, the company decided to entrust dentsu not only with lead agency duties but also with the brand’s social media communication. The aim of the collaboration is for the agency to support the financial service provider—known for its outstanding customer satisfaction indicators—as a strong creative partner. The winner of the PR tender, Noguchi, will build on the existing values and strategic initiatives of Cofidis while bringing new momentum and vitality to its communication framework.

“This year will bring numerous challenges. Two companies still operate under the Cofidis brand name in the market, while we are already working on elevating the post‑migration Cofidis brand to a new level. We have had many years of successful cooperation with our former partners, but in light of the new challenges, I felt it was important to explore the market for fresh energy. Spice also participated in the tender, which was ultimately won by the dentsu team with their absurd, nostalgia‑evoking concept. We parted ways with Spice and Comlab with warm memories and deep gratitude for their professional contribution over more than a decade. We begin this new collaboration with great enthusiasm, and already at the first joint agency meeting, creative energies were buzzing between dentsu, Noguchi, and IPG, our media partner. Although it has been a long time since I worked in such a setup, I believe that in a lead‑agency structure, working more closely together will not only help us harness synergies more effectively, but also inspire each other to create truly exciting work.”
— said Andrea Frei, Head of Brand & Communications, Cofidis.

Zsófia Erdei, Creative Director at dentsu, added:

“We felt the chemistry from the very first moment. We encountered a brand characterized by expertise, clear direction, and a great sense of humor. We genuinely enjoyed the first shared smiles sparked by the new ideas, and the fact that even during the tender process, true collaborative thinking emerged, bringing out the best in us. We are proud of this shared success, as we are moving forward with a concept that has the potential to shake up the sector while allowing our creative team to showcase its humor. This latter aspect is particularly rare and valuable—there is a real need for more joyfulness in advertising.”

The collaboration between Cofidis and dentsu began with the integrated development of a new product campaign. As lead agency, dentsu is further developing the Cofidis brand with a concept aligned with its creative philosophy: creativity drives business and societal impact most effectively when deeply rooted in culture—what dentsu calls “transformative creativity.”

Balázs Szántó, Managing Partner at Noguchi, commented:

“We are joining Cofidis at a remarkably exciting stage in the company’s and brand’s evolution, contributing to further strengthening its reputation. The PR tender, much like the creative brief, focused on rethinking communication directions and refreshing existing elements. We are building on strong foundations, but the brand’s shifting market position and environment require a new PR strategy—an inspiring professional challenge.”

About Cofidis

Cofidis was founded in France in 1982 and is headquartered in Lille. Its majority owner is Crédit Mutuel Bank. With more than four decades of experience, the financial institution employs over 5,000 people worldwide. Cofidis operates in nine countries: France, Spain, Portugal, Italy, Belgium, Czech Republic, Slovakia, Poland, and Hungary.

The Hungarian branch began operations in 2005, offering personal loans, retail financing, and debt consolidation solutions. Its portfolio later expanded to include vehicle financing and the MNB‑certified Consumer‑Friendly Personal Loan. On October 1, 2024, the Cofidis Group acquired Magyar Cetelem Bank, thereby obtaining a banking license in Hungary. On December 20, 2024, Magyar Cetelem Zrt. was renamed Magyar Cofidis Bank Zrt. During a transitional period, Magyar Cofidis Bank Zrt. and Cofidis Magyarországi Fióktelepe continue to operate as two separate legal entities.

Cofidis’ uniqueness lies in its remote sales model, offering both telephone‑based and online loan administration. The company places great emphasis on customer service that is personally accessible even online, and it is committed to continuous innovation.

Cofidis is dedicated to responsible lending and to valuing both its customers and employees. In 2024, 96% of respondents in the KANTAR representative customer satisfaction survey said they were satisfied with Cofidis’ services.

The Cofidis Group is the title sponsor of Team Cofidis, a professional road cycling team and a regular participant in the Tour de France. Since 2016, Cofidis Hungary has operated its own cycling program, supporting sports sponsorships, events, and community collaborations.

For more information, visit cofidis.hu.