TBWA\Greater China’s new business streak continues with Renault win
TBWA\Greater China announced yesterday that Renault has appointed the agency its creative partner in China. The win followed a three-way competitive pitch.
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.
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 explosive growth in China in recent years – 65% growth in 2011 alone. China is now one of Renault’s fastest growing markets.
“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 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,” Smith said. “But we won this pitch with Disruption. Renault is an innovative company and they embraced our approach because it was very different to what they’ve done in other markets.”
The Renault win follows a successful new business streak for TBWA\Greater China. At the end of 2011, the agency won the regional business for AIA International, Asia’s largest insurance company, as well as Pfizer-Wyeth’s GOLD brand, making TBWA Pfizer Nutrition’s key strategic and creative partner in Greater China.
TBWA won a regional assignment for Kronenbourg, and most recently, the digital account for Coach China. TBWA was also awarded major assignments for Bawang Group, one of China’s largest FMCG companies who join Hisense and Tsingdao on its roster, cementing the agency's reputation among domestic companies as well as multi-national corporations (MNCs) operating in China.
“We’re steadily building strong relationships with MNCs as well as domestic companies in China,” said Ian Thubron, President of TBWA\ Greater 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 TBWA\Greater China.”