Designated CEO Drew Neisser Founded 1996 | Founder Drew Neisser | |
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Headquarters New York City, New York, United States | ||
Renegade, LLC is a social media and marketing consultancy based in New York City. It was founded in 1996 and originally owned by Dentsu Holdings USA, Inc. It is now owned by its founder, Drew Neisser.
History
Neisser and Shigeo Sugawa began discussing the idea of a new ad agency with Dentsu in 1993. Renegade Marketing Group, as it was known originally, began working with Panasonic in 1994 by conceiving the TrafficCam, a program that used billboards in prime locations to provide Panasonic-branded traffic reporting to local TV and radio stations. In 1997, the company named and launched Panasonic’s ruggedized laptop, the Toughbook. The company also built the first website for the US-based Panasonic Consumer Electronics Company in 1997, a site Renegade maintained for 10 years and then rebuilt in 2007. In that year the company also redesigned the website for the New York children's charity, Children for Children.
The company shortened its name from Renegade Marketing Group in 2007.
In 2008, Dentsu agreed to sell Renegade, LLC to Neisser, who then focused the firm on social media and marketing consulting. That year, Renegade built the first iteration of TheCMOClub.com, a social network for chief marketing officers, ran the BankCab guerrilla marketing campaign for HSBC, and worked with Gilda's Club to build the Living Room, a closed social network for people with cancer. In 2009, Renegade worked with Nolet to launch Harlem Liqueur with the introductory "Call the Shots" campaign, and Optimum Business to set up The Optimist Network for local small business customers. In 2010 and 2011, new clients included AXA Equitable, Coty, Inc.'s Davidoff Cool Water cologne, TagMan, Talking Social's social audio utility Qwips and ZogSports.