Nissan Becomes Latest Carmaker to Set Up a Bespoke Agency
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Nissan has signed a new three-year contract with Omnicom Group, as part of which the Japanese carmaker is launching a new global agency unit to centralize all its marketing.
TBWA/Chiat/Day has been the lead creative shop for Nissan for 26 years. Over the course of the relationship, the shop has partnered with a number of other sibling agencies for media, dealer duties and other services. But going forward, all communications, advertising, digital, media and promotions for Nissan will reside under a single roof.
The global ad relationship will be managed by an Omnicom Group team called Nissan United. The new unit will be multidisciplinary — made up of members from TBWA, OMD, Interbrand, Emanate and Hakuhodo — and will be based in New York. Infiniti work will continue to be managed globally out of Hong Kong.
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