Optimedia’s John Antoniades has been promoted to the role of group
director on the media agency’s prized pounds 70 million Renault
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
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
’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
Greg Grimmer, managing partner of Optimedia, who works on the account,
said Antoniades would ’look for strategic alliances to maintain
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.