ASIA-PACIFIC – BEIJING, CHINA, JANUARY 2012 – TBWAGreater China has been appointed as Renault’s strategic and creative partner in China, after a three-way competitive pitch. The agency will handle above-the-line, retail activation, and digital work for the brand.
As an imported brand, Renault competes with other premium vehicle brands in the Chinese market, as it is positioned in the “Casual Luxury” category. Renault has experienced a surge in market share in China in the past years, with 65% growth in 2011 alone.
“For our next phase of growth, we were looking for a long-term strategic and creative partner in China,” said Renault China’s managing director Robert Chan. “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 is thrilled to be working with Renault on what will be their first major advertising campaign in China,” said Keith Smith, international president of 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,” Smith shared. “Renault is an innovative company and they embraced our approach because it was very different to what they’ve done in other markets,” he added.
Meanwhile, Ian Thubron, president of TBWAGreater China, said that they are putting efforts into building relationships with multinational companies, as well as domestic brands in China. “TBWA is renowned for delivering ‘Iconic Ideas’ for its clients. We’re looking forward to doing this for Renault. 2012 will be a very exciting year for TBWAGreater China.”
This latest win follows a successful new business run for the agency. It closed 2011 with a regional business win with for AIA International, Asia’s largest insurance company. Pfizer-Wyeth also gave TBWAGreater China stewardship of its GOLD brand. TBWAGreater China’s new accounts also include a regional assignment for Kronenbourg, the digital account for Coach China, and major assignments for Bawang Group, one of China’s largest fast-moving consumer goods.
