Renault-Nissan calls £500m media review

LONDON - Renault-Nissan is reviewing its £500 million-plus international media agency arrangements and is looking to consolidate media for the two car brands for the first time.

Renault... consolidation
Renault... consolidation

The automotive joint venture is expected to consolidate media in each region of the world outside of North America into one agency, a move which could result in a keenly fought contest between Carat and OMD for the combined £475 million pan-European Renault and Nissan business.

Carat handles Renault's £350 million European media account, while OMD works on the £125 million Nissan business. However, a source suggested Renault-Nissan would invite outside agencies to compete for the business.

Renault and Nissan are also expected to hold pitches outside Europe, although sources suggested this would not include North America.

The review is said to be driven by Renault's desire to conduct a media review ahead of its three-year contracts with agencies expiring at the end of the year. It is thought that the decision has already been taken to include Nissan in the review to bring efficiencies and create closer working ties between the brands.

Sources suggested the pitches will take place over the summer and that a Renault-Nissan team, led by Stephen Norman, Renault's senior vice-president of global marketing, will oversee the process.

The venture between Renault and Nissan was formed in 1999 and has evolved with Nissan buying a 15 per cent stake in Renault and Renault in turn building its stake in Nissan to 44.4 per cent.

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