Antoniades to steer Renault at Optimedia

Optimedia’s John Antoniades has been promoted to the role of group director on the media agency’s prized pounds 70 million Renault account.

Optimedia’s John Antoniades has been promoted to the role of group

director on the media agency’s prized pounds 70 million Renault

account.



The former media manager will move into the role as part of a bid to

take the car brand upmarket.



Antoniades will have responsibility for strategic planning on

Renault.



He is hoping to improve the profile of the more technical aspects of the

brand, enabling it to compete with Audi and Volkswagen.



Antoniades, who has worked on the Renault account for two years, said he

felt creative media planning was crucial in enhancing the brand’s

image.



’Renault has no problem conveying style, as you see with the Clio,’ he

said. ’But what we want to focus on now is the brand’s Germanic elements

- its very high engineering standards,’ he said.



With this in mind, Renault campaigns will increasingly run across

image-based media, moving away from newspapers and radio and buying

space in upmarket glossy magazines.



In addition to using the style press, Optimedia is in the process of

formulating an internet strategy, and it is thought it will increase its

television spend.



Greg Grimmer, managing partner of Optimedia, who works on the account,

said Antoniades would ’look for strategic alliances to maintain

Renault’s position’.



Media buying will continue to be led by Kate Cochrane, who is group

director on the Renault account.



The agency’s other main clients are British Airways, Hewlett-Packard and

Allied-Domecq spirits, for which it handles a range of brands including

Tia Maria, Lamb’s Navy Rum and Teacher’s Highland whisky.



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