TBWA to lead communication for the return of Datsun
Nissan Motor Company and TBWA Worldwide have announced that TBWA is appointed the global marketing agency for Datsun. This appointment follows the announcement on the return of Datsun by Nissan Motor Company’s CEO, Carlos Ghosn, in March 2012.
Global creative and strategic direction will be led by a combination of resources from TBWA\HAKUHODO and TBWA\London, supported by individual markets. The agency was appointed on the strength of the innovative ‘Riser’ brand platform developed for Datsun.
Using this platform, TBWA will be responsible for developing the Datsun communications strategy, its global launch and local market activation.
Datsun is due to launch in 2014, with initial focus on India, Russia and Indonesia, providing local products under a global brand to the fast-expanding young middle class in high-growth markets. Local TBWA offices will be responsible for delivering campaigns in their home countries – TBWA\Moscow, TBWA\Mumbai, and TBWA and HAKUHODO Jakarta.
Tom Carroll, President & CEO at TBWA Worldwide, said: “We are honoured and delighted to be leading the Datsun launch. We are mobilising our key rising markets’ expertise and resources around the world to ensure that we have our very best people working on Datsun.”
Vincent Cobee, Corporate Vice President of Datsun Business Unit, commented: “We are bringing the Datsun brand back, to provide a new experience to up-and-coming customers in high-growth markets. We are pleased to have TBWA\Worldwide join us for the successful launch of this great Brand.”
This appointment follows a competitive pitch, managed directly by Nissan.