Nissan has decided to consolidate its global brand management with New York-based ad agency Omnicom Group Inc. As a result, just one Madison Avenue marketing organization will be in control of Nissan's business from Tokyo to Dallas to Moscow. This move is in line with its philosophy of global marketing wherein advertising conglomerates surround the world and is indicative of Nissan's aim to boost its image and brand value worldwide.
According to Roel de-Vries, Nissan global head of marketing, brand and communications, "brand power" is a core pillar of Nissan’s strategic plans. This agreement, which covers numerous years, affects the brand’s communications, advertising, marketing, media, promotions and digital services.
Omnicom will set up a dedicated operation in New York that is dubbed as Nissan United. It will be headed by agency executive Jon Castle as its president. For some time now, Nissan has been cooperating with Omnicom subsidiaries, which include its lead U.S. ad agency, TBWA Worldwide, and OMD Worldwide (the company that manages Nissan's media buying).
Nissan’s statement relates that Nissan United personnel will function as a global leadership group to oversee, direct and align a network of different Omnicom and non-Omnicom agencies worldwide (which include TBWA, OMD, Interbrand, Emanate and Hakuhodo).
For many years, Nissan has worked to be more attractive to new world markets, such as Russia, the Middle East and China. Currently, Nissan offers models based on platforms that are also used by its French alliance partner Renault, its luxury brand Infiniti, and its Russian alliance partner AvtoVAZ.
While Nissan has experienced a surge in several markets like India, Mexico and the United Kingdom, it has not done so well in Europe and China. [source: Nissan]