Gilberto Beltran, commercial director of Sofaven, the company that markets Renault in Venezuela, said the decision was based on two factors: Concept Lowe is one of the most creative agencies in the country, and in Colombia the marque is handled by Lowe Lintas & Partners Worldwide. Publicis handles the French auto manufacturer's business in France and most markets around the world, but its Venezuelan affiliate, Publicis 67 Publicidad, advertises Mazda.
This year's $2 million ad budget will be invested primarily in newspapers, radio and magazines, but halfway through the year TV will be used to launch the new model, Clio.
Concept Lowe's first work for Renault has just appeared with the press ad launch of the new model Kangoo, which competes in the sport utility vehicle 4x2 category.
Copyright March 2001, Crain Communications Inc.