'We can’t do without agencies, so we need to reinvent them’: Renault readies new model for Publicis and OMD
Renault is readying an agency model which will see its media and creative shops, Omnicom’s OMD and Publicis respectively, “merged” into one. Both will work to the same set of KPIs and be led by a “chief operating officer” to be appointed by the car-maker.
The shakeup of Renault’s agency model is the only alternative to bringing the bulk of its ad business in-house. Bastien Schupp, the auto group’s vice president for global brand strategy and marketing, said it had been “tempted” to go down that route but comes up against the same problem each time – talent.