The Big Idea - Renault 10: Story of a Marketing Renaissance

Richard L. Gilbert

Richard L. Gilbert speaks at the 1968 Eastern Annual Conference of the American Association of Advertising Agencies (4A's) about the lessons his agency learnt from working on the Renault campaign.

The Big Idea - Renault 10: Story of a Marketing Renaissance

Richard L. Gilbert

In 1959, Renault sold 90,000 cars making it the #1 import. In 1966, Renault sold under 12,000 cars, its dealer organization was demoralized, its consumer franchise tarnished, its promotion program in disarray – three advertising agencies having tried valiantly but without success to halt the decline.

We had previously pursued the account, missed out, and in the interim stayed in touch with the company. When new management came on the scene, there were records on file of the good impression we had made two years earlier,...

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