Renegade, LLC

Renegade, LLC is a non-traditional ad agency headquartered in Chelsea Market, in New York City. Incorporated in 1996, the agency is majority owned by Dentsu Holdings USA, Inc. Renegade creates interactive brand experiences; its services include website design and development, social media, interactive, guerrilla and event marketing. Renegade’s logo, an old-fashioned handsaw, is a simple reminder of the marketing imperative to cut through.

Company History

Drew Neisser and Shigeo Sugawa began discussing the idea of new kind of ad agency with Dentsu in 1993. Renegade began working with Panasonic in 1994 by conceiving the TrafficCam, an unprecedented program that leveraged billboards in prime locations to provide Panasonic-branded traffic reports to local TV and radio stations. In 1997, Renegade named and launched Panasonic’s ruggedized laptop, the Toughbook, helping it become the market leader in less than three years.

For over a decade, Renegade has won awards and accolades for its online and guerrilla programs, encouraging the agency to focus on building online and offline interactive brand experiences that deliver on their philosophy of marketing as service – marketing that delivers more than a message. Renegade helped Panasonic, IBM and HSBC all to be recognized as Guerrilla Marketers of the Year by Brandweek.

Renegade’s longest-running guerrilla (and marketing as service) program, the HSBC Bank Cab, has been delighting customers and building loyalty on the streets of New York since 2003. In 2007, Renegade re-launched Panasonic.com as an immersive learning, shopping and support experience. In 2008, Renegade created TheCMOClub.com, a social network for CMO’s and will launch Gilda’s Club’s Living Room, a social network for people living with cancer.

Renegade shortened its name from Renegade Marketing Group in 2007.

References

* Marketing As Service (AdAge) [http://adage.com/abstract.php?article_id=127292]
* "Idea Factories: Renegade Marketing Group – The Idea Culture" ( MediaPost) [http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=50189]
* Renegade Redesigns Panasonic.com (Internet Retailer) [http://www.internetretailer.com/dailyNews.asp?id=24107]
* “Renegade Does Good by Redesigning the Children for Children Website” (dexigner): [http://www.dexigner.com/design_news/10472.html]
* HSBC guerrilla marketing case study [http://renegade.com/pr_pdfs/pr_0101006_textbook.pdf]
* Panasonic batteries guerrilla campaign “Neuter Your Bunny” (cnet) [http://news.cnet.com/8301-10784_3-6078083-7.html]
* Renegade as guerrilla marketing advisers on The Apprentice (Chief Marketer) [http://chiefmarketer.com/media360/Apprentice_marketing_reality_04272006/index.html]

External links
[http://renegade.com/ Renegade Website]
[http://thedrewblog.com The Drew Blog]