We'll finally get to see Nissan Motor Co.'s Infiniti brand's first unified, worldwide brand image as it launches two new ads in national US newspapers. Infiniti's team in North America, has in the past, accounted for about 75% of the brand's global volume. The luxury marquee would develop ads, which other markets could either use, or they could create their own, according to Jon Brancheau, global marketing director.
Brancheau said that it's likely that this scheme would result to an inconsistent strategy and look since not all markets will use the same ads. He asserted that going forward, the brand intends to have "one look and feel on a consistent basis."
The Infiniti brand plans to design a messaging platform that will stand out in the crowded advertising space, similar to what global fashion brands such as Gucci and Dior have done, according to Rob Schwartz, chief creative officer of Infiniti's U.S. agency, TBWA/Chiat/Day in Playa del Rey, Calif.
In addition, Brancheau shared about gathering his colleagues from around the world six months ago at TBWA's California office to devise a strategy. Attending the meeting were five other TBWA offices outside the US that handle Infiniti.
The global client and agency team were able to develop standards to build Infiniti's brand mythology to tell its story and create a sense of heritage.
And to help in justifying a premium price, they came up with a renewed focus on Infiniti's craftsmanship and a plan to bring to life the two-year-old "Inspired Performance" ad tag, which lays out the "Way of Infiniti" mythology in messaging. Infiniti's move follows US advertising efforts by rival Audi but while Audi increased its ad spending, Infiniti chose to spend less.
Infiniti's Kathy Roznowski, marketing director of the Americas, did not discuss how exactly its funds were allocated. She only said that the company has been "a little dark on broadcast" in its fiscal year that started April 1. [via autonews - sub. required]