Nissan CMO Says the Agency Model Will Change, but He's Not Sure How
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In December 2013, Nissan built a dedicated agency within Omnicom that would pull in talent from various agencies and disciplines such as media buying, market research, creative and digital content. Nissan United, the finished product, is still standing today and operating under longtime automotive ad agency executive Jon Castle. But the dedicated model is only phase one for the automotive giant and its relationship with the holding company, said Nissan’s global marketing chief, Roel de Vries, in an interview with Ad Age this July.
So what’s phase two? He doesn’t know. What he does know is there will probably be even more integration as he and others find better ways to use data across all marketing functions, and in 20 years cars will anticipate your needs and schedule your appointments.
Ad Age: How does this whole Nissan United thing work today?
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