Havas Play UK to lead Renault ambassador programmes

Havas Play UK has been appointed by Renault to lead its flagship ambassador programmes, STARS and 5TARS, supporting the launch of the Renault 5 ETech electric model and Renault 4 ETech electric icon. The move follows a competitive pitch and signals a focus on integrating culture, creativity, and mobility.

Havas Play UK will manage the programmes end-to-end, including talent scouting, cultural insight, creative development, content production, and activation across media, PR, social platforms, events, and partnerships. The agency aims to foster meaningful connections between Renault’s electric vehicles and contemporary culture-shaping audiences.

Supporting Renault’s electric mobility growth

Renault has invested over €10 billion in new electric models, with electric vehicles now representing 20 percent of its European sales. The Renault 4 ETech and Renault 5 ETech are designed to combine expressive design, accessibility, and innovation.

Cultural storytelling for new audiences

The STARS programme targets people aged 25 to 54, while 5TARS focuses on the 25 to 35 age group. Both initiatives are rooted in Renault’s French electric pop identity and aim to unite creators, communities, and brand moments within a connected cultural platform that encourages long-term engagement.

Havas Play UK’s appointment reinforces its leadership in culturally driven brand experiences spanning entertainment, sport, gaming, and community activation.

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