Ronson, the cigarette lighter manufacturer, is to be the first
client of London’s latest agency start-up, Renegade.
David Clipsam, Ronson’s newly arrived managing director, confirmed the
appointment at last week’s official launch of the agency, which will
combine advertising with PR.
Renegade has been formed by Alan Midgley, FCB’s former joint creative
director; Sue Aitken, its ex-new business director; Rupert Hopkins, a
planning consultant; and Kelly Walsh, a former PR executive and
ex-European marketing director of the Gap clothing chain.
Renegade’s appointment follows a project carried out by the agency on
the future strategy of the brand, which has been diversifying into
product ranges including pens, watches and sunglasses.
Its first creative work, intended to rejuvenate and contemporise the
Ronson name, is likely to appear next spring.
Aitken said: ’Ronson is a strong brand but is associated with
grandparents. It’s up to us to make its core values salient.’
The advertising is expected to focus on Ronson’s skill at producing a
well-designed range of metal products.