As Renault’s key strategic and creative partner in China, TBWA will handle all of the above-the-line, retail activation and digital work for the brand.
The agency cited that as a totally imported brand to China, Renault was positioned as “casual luxury”, competing with other premium vehicle brands in the Chinese market. Renault has experienced significant growth in China in recent years, including a 65 per cent surge in 2011.
“For our next phase of growth, we were looking for a long-term strategic and creative partner in China,” said Robert Chan, managing director of Renault China. “TBWA has strong insight and experience with premium brands like Apple and Michelin in China. We felt they had the right edge and were the best creative agency partner to work with as we take this important step forward and invest further in the Chinese market.”
TBWA also has Nissan as a global client in the car category.
“TBWA is thrilled to be working with Renault on what will be their first major advertising campaign in China,” said Keith Smith, President – International at TBWA Worldwide. “TBWA has a great deal of experience with successful premium brands such as Apple and Michelin, especially in the younger, urban Chinese market."
The Renault creative account win follows a series of new business win last year, at the end of 2011, TBWA Greater China won the regional business for AIA International and Pfizer-Wyeth’s Gold brand, a regional assignment for Kronenbourg, and the digital account for Coach China.
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