Renault calls pitch for pounds 360m media

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 28 April 2000 12:00AM

Renault has invited agencies to pitch for the centralisation of its pounds 360 million pan-European media planning and buying arrangements as part of a major cost-cutting exercise.

Renault has invited agencies to pitch for the centralisation of its

pounds 360 million pan-European media planning and buying arrangements

as part of a major cost-cutting exercise.



Although Optimedia, the incumbent on the pounds 86 million UK account,

handles the lion’s share of the business throughout Europe, it shares

the roster with two other networks. Zenith handles the business in Spain

- a large market for the advertiser, and Initiative buys in the

Portuguese and Dutch markets. Optimedia has the account in Renault’s

headquarter country, France, and in a number of other European

countries.



In a statement issued this week, Europe’s biggest car manufacturer said

that from next year a single media buying house will buy on Renault’s

behalf in all areas of Europe to sustain a consistent brand

strategy.



A shortlist of agencies is being drawn up and will be announced within

the next three or four weeks, with a final result expected in three to

six months’ time. Renault has stated that it is not opposed to the idea

of including agencies that handle other car accounts.



The advertiser’s criteria for the successful bidder is the homogeneity

of the agency’s European network, its buying power and its level of

expertise in handling pan-European media accounts.



The decision brings Renault into line with Nissan, the company in which

it took a 44.4 per cent controlling stake in April 1999. Earlier this

year, Nissan’s entire media planning and buying account was centralised

into a new entity, TBWA.OMD, led by Manning Gottlieb Media in the

UK.



The efficacy of having two single, parallel media networks working on

the component brands is expected to influence whether a further

centralisation, combining Renault and Nissan, will take place.



The exact nature of the pitch is as yet unclear, although it is likely

to be price- rather than strategy-led. No-one at Optimedia or Renault

was available for comment as Campaign went to press.



This article was first published on campaignlive.co.uk

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