Renault hires ad agancy Droga 5 in Oz push

RENAULT plans to revitalise its sales in Australia this year after a management overhaul and appointment of a new advertising agency.

Renault's Dezir electric sports car at the Paris Motor Show in September. Renault says it is establishing a "serious marque" in Australia. GALLERY

RENAULT plans to revitalise its sales in Australia this year after a management overhaul and appointment of a new advertising agency.

The French car giant has appointed Droga 5, the agency behind VB, after the business was relinquished by the Photon-owned BMF last year.

The move comes as the Australian car industry recorded its third straight year of selling more than a million cars.

Renault handed the business to Droga 5 late last week, just weeks after the agency sensationally announced that it had lost its first ever slice of the Toyota business.

Australia's biggest-selling carmaker moved the project to its main Japanese agency, Dentsu, which will start operations in Australia to service the business.

As Toyota walked out the door, Droga 5 began negotiating with Renault.

The carmaker completely overhauled its marketing and management teams last year, tapping into the success of the BMW-owned Mini brand for talent to chart its future.

Renault poached Mini managing director Justin Hocevar and marketing director Chris Brown to head its Australian resurgence.

Mr Brown described the changes as the first in what would be a breakthrough year for the brand.

"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," Mr Brown said.

"We're here to establish a serious, respected marque," he said.

He said that the decision to appoint Droga 5 was an important step in the process.

Droga 5 creative chairman David Nobay said the timing of the loss of the Toyota business proved a blessing.

"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 exceeded anything offered to us as part of a joint roster on Toyota," Mr Nobay said.

The agency will have work for the brand ready to run by next month.