Infiniti to ask new global ad agency to focus on the US market

Article by Christian Andrei, on November 5, 2014

Infiniti Motor Co. is bound to ask its new global ad agency -- Crispin Porter + Bogusky of Boulder, Colo. – to spice things up over public events and customer interaction around the world as well as bring more focus on its main market, the United States.

Allyson Witherspoon, director of marketing communications and media for Infiniti Americas, remarked to Automotive News that the carmaker chose an ad agency from the US because of the size and the importance of that market.

She noted that while they are opening up other offices to serve other world markets, it makes sense for the hub to be located in the US since a large chunk of sales and volume comes from the country. Crispin Porter replaced longtime Infiniti and Nissan-brand agency TBWA Worldwide.

Nissan, however, is still affiliated with TBWA. Crispin Porter will also be in charge of Infiniti's U.S. tier-two dealer ad management and its social media work. According to Witherspoon, the ad agency specializes in marketing through public events – a strategy that Infiniti pans to adopt next year, said. She remarked that Infiniti will not just use traditional radio and TV media to advertise its products.

"We want to ask how we can go out and talk to consumers and have experiential and social aspects,” she told Automotive News. Crispin Porter will also handle the global launch of the Infiniti Q30 compact hatch in 2015.

The carmaker is seeking to increase its presence not only in the US but also in markets like China, Russia and Europe. Witherspoon said Infiniti plans to send a message consistent around the world, “instead of one-off for each country."

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