Renault hands Naked experiential marketing assignment
Renault has handed Naked Communications an assignment to help the French carmaker with new go-to-market strategies.
Renault’s marketing director Chris Brown told Mumbrella: “We want to work with the absolute best agency partners. Droga5 remain our lead agency, but we found that Naked had an experiential marketing offering that we wanted to explore.”
“We want to take our cars to consumers rather than rely on them coming to us,” Brown added. “We want to make it easier for consumers to engage with the brand – to see our cars and to drive our cars.”
Adam Ferrier, founding partner of Naked Communications noted: “This is an interesting project for us. We’ve looked at the traditional ways car manufactures ‘romance the metal’ through passive, image led advertising, and we think there is a more effective way to spend the marketing dollars. We look forwards to working with the Renault crew on this.”
Renault’s other agencies includes Mitchell & Partners and eMitch. The carmaker parted ways with BMF in December last year soon after Brown joined the company from Mini.
