The Renault-Nissan group chose DigitasLBi , a subsidiary of Publicis, and Adobe software solutions to deploy its global digital engagement platform. The group wants to unify all of its tools for its web and mobile sites in the world.
Renault Nissan has selected the two main providers to whom it entrusts the migration and consolidation of its fixed and mobile marketing and digital engagement platforms for its customers worldwide . At key, it wants to create synergies between the two groups Renault and Nissan, reduce costs in some cases, and have a platform that is « the state of the art » .
Adobe chosen for its tools
The American software vendor Adobe provides the software tools. Integration will be achieved by DigitasLBi , a subsidiary of the communication group Publicis . There will be a third RFP within six months in order to select the hosting provider of the digital platform. That platform will be established between several regional hubs in Asia, USA and Europe.
At the automaker , the competition was driven by Patrick Hoffstetter , Chief Digital Officer of Renault . This contract has a term of 5 years, an eternity in digital . For the integration part , there were four players in contention at the start: Accenture Accenture Interactive via its practice , Deloitte, FullSix and Publicis (via DigitasLBI ) , Publicis was in progress merger with Omnicom .
IT specialist against communications specialist
This project is symptomatic of competition between providers for digital projects : the struggle between the IT services companies that have developed (or purchased ) a communication activity – such as Accenture through its interactive practice – and communications companies that have developed (or purchased ) a digital, marketing and technology expertise.
It is ultimately the second profile that won with Publicis and its marketing and technology subsidiary DigitasLBi ( itself a result of the merger between LBi and Digitas ) , with a strong presence in the UK. The long history between Renault and Publicis regarding communication may have play a role too and the fact that Publicis is the digital agency for Nissan Europe.
Authoring tools and execution
Adobe on the other hand provide all the tools for creating and implementing Web and Mobile Renault -Nissan sites worldwide . This is a great success for Adobe . The contract has a term of 5 years.
Photo, Patrick Hoffstetter , Chief Digital Officer of Renault .
