Renegade to bring Ronson’s image up to date as first task

Ronson, the cigarette lighter manufacturer, is to be the first

client of London’s latest agency start-up, Renegade.

David Clipsam, Ronson’s newly arrived managing director, confirmed the

appointment at last week’s official launch of the agency, which will

combine advertising with PR.

Renegade has been formed by Alan Midgley, FCB’s former joint creative

director; Sue Aitken, its ex-new business director; Rupert Hopkins, a

planning consultant; and Kelly Walsh, a former PR executive and

ex-European marketing director of the Gap clothing chain.

Renegade’s appointment follows a project carried out by the agency on

the future strategy of the brand, which has been diversifying into

product ranges including pens, watches and sunglasses.

Its first creative work, intended to rejuvenate and contemporise the

Ronson name, is likely to appear next spring.

Aitken said: ’Ronson is a strong brand but is associated with

grandparents. It’s up to us to make its core values salient.’

The advertising is expected to focus on Ronson’s skill at producing a

well-designed range of metal products.

This article was first published on Campaign