Ad agencies may get to rebuild Infiniti brand globally

Article by Andrew Christian, on April 29, 2014

As part of Infiniti’s bid to get rid of a pseudo volume carmaker image tied to its parent Nissan Motor, the luxury carmaker is throwing its global ad account for grabs – and ads agencies are racing to capture. For those agencies, Infiniti’s global account will be a good chance for them to build the brand from scratch and virtually re-launch Infiniti it, according to Allyson Witherspoon, Infiniti USA's director of marketing, communications and media.

Before joining Infiniti USA, she was with Arnold Amsterdam in the Netherlands and other ad agencies. She noted to Advertising Age in an interview at the New York Auto Show that if she was an ad agency, she would “salivate” at Infiniti as ad agencies are always trying to look at the brands that they can help build or rebuild, or help evolve.

Omnicom Group's TBWA Worldwide currently holds the global Infiniti account. For those aiming to dislodge TBWA Worldwide at Infiniti, now is the ideal time to do so as Infiniti is celebrating its 25th anniversary in the United States on November 2014. They also have a chance to show how they can help Infiniti distance itself from "Nissan-Plus" reputation.

So far, Infiniti has been way behind in the luxury car sales race, far from Mercedes-Benz, BMW and Japanese compatriot Lexus. It is also behind another Japanese luxury brand, the Acura.

With deliveries of 31,221 vehicles in the first quarter 2014, Infiniti is current seventh in luxury sales, according to the Automotive News Data Center.

That is a slight improvement from full-year 2013, when it placed eights behind Mercedes-Benz (313,528), BMW (309,280), Lexus (273,847), General Motors' Cadillac (182,543), Acura (165,436) and Volkswagen's fast-rising Audi (158,061). It sold 116,445 vehicles during the year.

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