Renault has hired Mini marketing manager Chris Brown as general manager of marketing, to lead an aggressive push into the Australian market, armed with an ad spend that will triple.
The move will see Brown review Renault’s creative and media agencies in the early part of next year. Renault's creative business is handled by BMF, while the media account is with Mitchell Communication Group. The review may lead to a full-blown competitive pitch.
The French car maker's alliance with Nissan makes it the fourth biggest automotive brand in the world, but Renault has struggled to make an impact in the Australian market, where it has been eclipsed by brands such as Honda and Volkswagen.
However, Renault is now set to reverse its underinvestment in the brand with substantial backing including an increase in ad spend to above $10 million.
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