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Dialogue Bags Renault’s Russian Account

May 1, 2012

The Dublin-based marketing communications agency Dialogue Marketing has won a major international account in Russia.

The agency, which is headed up by Michael Killeen, has picked up the account to handle Renault Russia. The account covers all integrated solutions.

According to Michael Killeen, Dialogue won the business on the back its four step CRM “IDIC” process (Identification, Differentiation, Involvement and Customisation) which it has developed successfully over the last decade. The final strategy is being finalised and creative will be in place for January 2012 across all channels.

“‘The work we take for granted here is viewed as best in class in other regions, particularly as you move east across Europe. The obvious challenge for us was to give them a simple yet effective process that they can understand and one that allows for local inputs on each tactical model by model execution,” says Killeen.

‘’We absolutely delighted as it follows other recent International wins in Israel and the USA and is a result of clocking up a fair amount of air miles in the process. It’s extremely exciting and gratifying to work in markets that do not suffer the same issues as we do at home. The population in Russia is close to 140m which means our work will receive amazing coverage. On the other hand, Russia has a smaller base of consumers with access to the internet which means the classic media which we have become accustomed to remain very relevant in these markets. It also helps that they are based in Moscow , a town we know well from our work with the Bolshoi Ballet company. They are great people to work with, friendly yet direct, the perfect client in fact”

According to Killeen, Renault Russia wanted to explore a Western European creative approach to stand out from local work. “They also needed help laying down a CRM process to guide a three year programme of work across eight different Renault models,” he adds.

This is the second piece of international business Dialogue has won over the past six months. Earlier this year it won the global advertising account for Amdocs following a head-to-head pitch with eight other international agencies.

Listed on the New York Stock Exchange, Amdocs is a leading global provider of software and services for the communications, media and entertainment industry service providers. It develops, implements and manages software and services associated with business support systems (BSS) and operational support systems (OSS). Its product offerings consist of a software portfolio developed to provide customer experience systems functionality for service providers. The company also works with most of the main international telecommunications providers. Annual sales at the company this year are expected to be in excess of $3 billion and its market capitalization on the NYSE is in the order of €6 billion. The company’s global headquarters is in Israel.


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