Nissan planning to move beyond price-driven advertising, says marketing boss

Article by Christian Andrei, on August 27, 2010

In an attempt to surpass Toyota and Honda and become the top Japanese car maker, Nissan has decided to ramp up its spending for its marketing campaigns that will be led by Jon Brancheau, its new marketing boss. Brancheau took over the job three months ago after Joel Ewanick left for General Motors.

Brancheau's father had worked at General Motors in a Cadillac assembly plant during the 1950s and 1960s. He later followed in his father's footsteps and had led marketing for Saab.

He has experienced handling GM's international media operations, before moving to Nissan Motor America in 2008 to direct global marketing for Nissan's Infiniti division.

Advertising Age, an affiliate of Automotive News, said that in last year's recession, Nissan cut its domestic ad budget by 42% to $690 million, down from $1.19 billion in 2008.

Nissan has recently had solid sales; in fact, July marks the 10th straight month for a year-over-year sales increase. Automotive News reported last month that Nissan made a decision to add $100 million to its national marketing budget.

For the past several months, Nissan has been working with its lead creative agency, TBWA/Chiat/Day, to develop a new corporate campaign named "Innovation for All."

From having a price-driven, model-specific strategy, Nisan will be promoting a broader idea that Nissan cars offer a range of innovative offerings, from keyless entry to air purifiers and smartphone apps, for a reasonable price. [via autonews - sub. required]

Topics: nissan, advertising

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