Publicis lands entire Renault UK through-the-line account

Renault has consolidated its through-the-line UK advertising business into Publicis.

Renault: all marketing in the UK will be overseen by Publicis
Renault: all marketing in the UK will be overseen by Publicis

The move follows a review of the car manufacturer's direct marketing and digital account. It called a pitch for its online marketing and eCRM business in May.

Renault will continue to work with a small number of specialist agencies, including Jam on social media and The Pulse Group on dealer marketing activation.

Publicis will create a dedicated team to service the Renault account, using employees from across its Publicis London, Modem and Chemistry agencies.

The team will work on all aspects of Renault's marketing activity, which spans TV, digital and CRM.

Among the first work that the Publicis team will oversee is the launch of Renault's ZE range of electric, "zero emission" vehicles, which are due to be released on the UK market next year.

Publicis has held a relationship with Renault on a global level since 1963. Earlier this year, the agency revived the car brand's "va va voom" positioning in a TV ad to promote the new Clio model.

In June, Publicis won a bronze Cannes Lion for its "12-second strip" campaign for the French manufacturer's Wind Roadster model.

Phil York, the marketing director of Renault UK, said: "We're delighted to have a 360-degree approach and look forward to working with the new dedicated team."