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Nissan’s newly created New York advertising shop, called Nissan United, has a lofty mission called “brand positioning.” But the office’s real mission is to influence virtually every aspect of the automaker’s marketing, be it positioning future models or choosing background colors for dealers’ TV spots.

The objective from one task to the next, in markets from Chicago to Shanghai, is consistency of message, Jon Castle, the longtime automotive ad agency executive who is president of Nissan United, told Automotive News. The central office was announced in October, bringing together people and functions from Nissan’s global agency TBWA Worldwide and its affiliated companies.

Nissan’s voice

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