BRUSSELS - Renault has shortlisted four agencies to take over its E600 million European media buying business, according to agency sources.
The pitch includes Carat and Omnicom Group's Optimum Media Direction, as well as incumbents Optimedia, which is a Publicis unit, and Initiative Media, a unit of Interpublic Group. The third incumbent, Zenith Media, has been dropped.
The winners will buy media space for advertisements for all the French automaker's passenger cars and light commercial vehicles.
Renault was not available for comment.
Meanwhile Publicis Group, Paris, has appointed Thierry Lacaze worldwide account director for its Renault business.
Lacaze, 49, takes over the worldwide Renault post from Bertrand Siguier, who has recently been named supervisor of worldwide account managers and appointed to the Publicis board of directors.
Lacaze is familiar with the Renault account, having already managed the automaker's French advertising at Publicis Conseil, Paris, the country's second-largest agency, where he has worked since 1994. Lacaze also managed national advertising for a number of key brands at Publicis Conseil, including Perrier and Coca-Cola.
In France, the Renault account will now be managed by Christophe Fillatre.