Renault-Nissan has appointed OMD to run its £650m pan-European media planning and buying business. It follows a decision to consolidate the accounts, currently split between Carat and OMD.
The agency won the account following a final pitch against Carat. Media Planning Group, Mediaedge:cia and Publicis-owned VivaKi were involved at an earlier stage.
Carat handled Renault’s £350m pan-European media account, while OMD handled Nissan’s media planning and buying. The new arrangement will see the two accounts consolidated and handled by one agency for the first time.
The deal includes European media buying across 24 countries for Nissan, and 30 countries for Renault.
Renault senior vice-president of global marketing Stephen Norman led the pitch out of Paris. The pitch has been ongoing since May, as first revealed by Marketing Week (MW.co.uk May 28).
Renault and Nissan formed a joint venture in 1999 and are looking to achieve cost savings and closer working between the brands. The account includes European media buying across 24 countries for Nissan and 30 countries for Renault.