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

If you liked the article, share on:


Login or Create new account to add a comment!


Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016
Most of you may have heard or already have one of those autonomous home appliances doing the house chores. Thus, it’s not anymore unusual to see a car going places...
by - October 20, 2016