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Voilà: A common platform, an agile collaboration model
As a first step, this platform will bringtogether 200 talents and more than 20businesses to design and produce all European and global marketing campaigns forRenault and Dacia. Organized in cross-functional project teams bringingtogether marketing experts from Renault, Publicis and the MDGs - rather thansilos of content, media and advertiser expertise - they will have the mission todevelop communication plans for brand and product mirroring the customer journeysfrom the unveiling of the model to its launch on the market.
This new agile collaboration modelresponds to the evolution of GroupeRenault's global marketing strategy to drive a transformation from massmarketing to individualized marketing. This embodies the ambition to reshape theentire Groupe Renault marketing chain around the world, putting the customer atthe center of the debate and with a constant concern for agility and efficiency,creative and media relevance.
“Groupe Renault's main marketing challenges are to generate customercommitment and create strong brands. With this new collaborative platformVoilà, we will get closer to the expectations of consumers and make our brandsemerge and grow with fragmented audiences, contextualize and individualize ourcontent, and adapt them in real time to customer journeys," saysXavier Martinet, SVP, Global Marketing Director, Groupe Renault.
"This rapprochement is based on agility and efficiency. By bringingtogether our respective teams within the same platform and pooling ourprocesses and tools, we will work in a much more fluid and complementaryway," commented Jean-Guy Saulou, Global Client Leader for the Publicis Group.
“To better engage consumers in aworld of overabundance of content and permanent turbulence, more than ever weneed to place them at the center of our thoughts and actions, through aseamless consumer journey, that is coherent and relevant. We want a new way towork through a more fluid and interdisciplinary structure to make better,quicker decisions," says Neith Jauregui, Global Client Leader for OMD.
A unifying identity for a unique project of its kind
To encapsulate this newconcept and to overcome cultural differences between agencies and advertisers,the three partners have built a common identity based on the same state ofmind, which functions as a mantra and can be summed up in one word: Voilà.
"Voilà is a funny word. It’s so French, isn’t it?
"Voilà" is as complex and as direct as we are.
We are proud, creative and passionate, sometimes grumpy, we are honestand not often in agreement. But ‘Voilà’, there you go, we are like that.
This " Voilà" is like us. (...)
Beyond a name, ‘Voilà’, here you go, a promise.
A state of mind, which will lead us to work simply, humanly andintelligently without distraction, to move forward together with what the best wehave, with those that have better, to build the new era of our collaboration. "
... explains the manifestof the platform.
