Meet Stephen Norman, Renault

Stephen Norman is senior vice-president, global marketing at Renault.

Stephen Norman is senior vice-president, global marketing at Renault.
Stephen Norman is senior vice-president, global marketing at Renault.

Brands controlled?
Renault, Dacia and Samsung.

What are your main priorities over the next 12 months?
Free cash flow, market share and marque image.

Agencies used?
OMD and Publicis.

What are the main criteria you use when selecting an agency?
Creative competence and capacity to implement it, geographical spread, cost, fit and feel.

Any advice to agencies operating in an economic downturn?
Focus on getting the creative and media planning right. And don't try to sell work you know to be sub-standard, even if the deadline is now. Never stop trying to improve.

What role will media play in positioning the company in 2009?
There is a crucial role in differentiating Renault from the rest. We aim to be the image leaders in the industry for making beautiful, quality and affordable cars and light commercials.

Why have you decided to shift spend away from print and radio?
Our media spend was out of kilter with the successful players in the business. Renault was benchmarking the industry average, which is an incorrect process. Print newspapers have a strong future and are at the heart of our media plans.

How has your career background prepared you for your current role?
I've spent 32 years in car marketing and been marketing director since 1987. I've spent my life doing this work, but enjoy it as much today as ever.

What has been your most enjoyable campaign to date?
I like each new campaign that has the wow factor - an ad that makes you spill your soup down your lap when you see it on TV for the first time.

What role does procurement play?
Procurement works alongside marketing in the day-to-day management of the Renault media account.

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