Renault.

Despite a marketing revamp, the brand has been hit by a fall in new car sales, writes Alex Brownsell.

For a long time, Renault's marketing was overshadowed by its former glory. When compared with its famous ads, such as 'Papa and Nicole', the French manufacturer seemed stuck in a post-Thierry Henry creative rut.

The appointment of Phil York as UK marketing director in mid-2009 hinted at a fresh approach. Speaking to Marketing after he started, York said he would aim to reinstate the 'joie de vivre (Renault was) associated with'.

Its advertising has become more creative. The 'Megane experiment', pitching a French actor against the population of Lancashire village Gisburn, won plaudits.

The return of its classic Clio 'va va voom' line, backed by celebrities including Henry, Rihanna and Dita Von Teese, also caused a …