Renault uses Formula One as a ‘test bed’ for marketing

What do Renault’s marketing team and Formula One motor sports team have in common? Well, not much right now. But the French car brand is hoping its return to Formula One two years ago will put some petrol in the tank of its marketers and shift them up a gear.
Speaking at the Ad:tech London conference, Renault’s vice president of brand, Bastien Schupp, said Renault is using motor sports as a “test bed” for more agile ways of working and “passion-led” marketing