Droga5 back in the driving seat with Renault
Just a couple of months after CB revealed that Droga5 was being dropped from the coveted Toyota roster in favor of incoming Japanese incumbent Dentsu, the Sydney agency has been awarded the national marketing duties for the Renault business without a pitch.
The brand was formally handled by BMF, which relinquished the account just prior to Christmas, soon after the management line-up of Renault was drastically overhauled to see the appointment of Chris Brown as general manager of marketing, and Justin Hocevar as managing director. Both were formerly at BMW’s highly successful MINI brand, as marketing director and managing director, respectively.
Droga5, Sydney ECD Duncan Marshall told CB on the weekend: “The opportunity to work on an iconic brand with as much pedigree and flair as Renault comes along rarely. And there’s no better way to start the year than working on Top Gear’s Car of the Year, the RS250. It should be an exciting ride.”
2011 is seen as a breakthrough year for Renault, as it seeks to leverage the presence of a fresh new product line-up, including the globally acclaimed new Megane R.S. 250 Cup Trophee (pictured).
Says Brown: “The Renault brand has been in Australia, but we’ve never had this level of senior management commitment behind it, combined with such an impressive product range, dealer investment and marketing budget. We’re here to establish a serious, respected marque. I see Droga5 as a fundamental catalyst behind that change”.
Adds David Nobay, Droga5’s creative chairman (pictured above right with Marshall): “It would be too convenient to say that stepping aside from Toyota was serendipity, but I have to admit that the creative and strategic opportunities presented by Chris and the Renault brand far exceed anything offered to us as part of a joint roster on Toyota. Here we have a real chance to genuinely impact the footprint of a brand at every stage in its contact with the consumer. We couldn’t be more excited.”
Droga5 starts work with Renault immediately and plan on releasing the first new work on the brand by February this year.
22 Comments
What a great game of Poker.
i give it 6 months
well done Nobby & gang.
Show Toyota how its done.
9:02,
6 months to come up with an idea or 6 months for the client to walk?
Does Renault’s agency Publicis Groupe have a financial interest in D5?
9:41, walk obviously…what else?
good luck guys. would like to see D5 win business in a pitch – they never seem to do it. just sayin…
d5 don’t pitch though, do they?
Just to kick start another Droga piss take campaign, this time for of the Renault brand – how about a web site with virtual FROGS navigating the site?
Could work. Very different.
Well Done 5 and the gang. 10.57? What are you? This is what happens when you’re an agency that has standards. People come looking for you and for what you can bring to the table. BMF are the only other one agency that get handed multi-million dollar accounts.
And just for the record, I’d love to know if you think you could take it to Duncan and Nobby. Obviosly you’ve got no idea
10.57am you are an idiot.
You cannot possibly be a fan of the agency pitch system.
Agencies tap dancing like monkeys for nothing, over and over again.
It humiliating and a massive waste of resources and moral.
It would be a far healthier industry if agencies won business on merit or at worst, won it on reputation.
Is it just me or does that Renault look suspiciously similar to the new Porsche Panamera?
Congratulations D5. If you’re looking for a new account director I know this bloke called Peter Webster.
@2:49 – no.
@ 3:42
Yes. Separated at birth.
http://www.cargurus.com/Cars/Pictures-t36314-2010-Panamera-S.html
Genius, 3:41.
That would make a great new charriot for you Nige.
10.57 here. d5 always pitch and always lose. just sayin…
oh and pitching sorts the good from the bad. stop being lazy asses
1.29. yep.
Hey 10.57….. pretty sure you’re from VJ. I can tell by the smart ass, arrogant attitude.
Still wondering.
Does Publicis Groupe have an interest in D5?
Just sayin…