Renault is planning to ramp up both its online CRM and digital marketing activity and is seeking two agencies to join its roster.
The car company’s direct account has been handled by Publicis Dialog (now rebranded Publicis Chemistry following a recent buy-in) for over a decade).
It is not thought the move will affect the long-standing relationship with Publicis Groupe, although as both Publicis and Chemistry have strong digital capabilities, the agency hunt is likely to raise a few eyebrows.
Renault is looking for a separate agencies for both briefs; eCRM and digital. It is reported that agencies will have until the beginning of June to submit their proposals, with pitches taking place later in the month.
The two-year contract will cover the brand’s UK digital strategy, as well as digital ads and email campaigns. It will also adapt Renault’s global digital campaigns for the UK market, which are currently created by digital incumbent Digitas.
The merger of Chemistry and Publicis Dialog propelled the agency into the top five UK DM shops, alongside the likes of Iris, Gyro, Proximity and Direct Marketing Group. The combined agency has more than 250 staff and revenues of about £30m, and clients include Orange, Unilever, Tesco, The Army, Renault, EasyJet and LG.
The new agency is led by Chemistry chief executive Joe Garton, managing director Diane Charlton and Dialog’s chief executive Mike Welsh.
Related stories:
Publicis Dialog scrapped in UK
Publicis finally buys Chemistry
