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

Article by Christian A., 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]

If you liked the article, share on:

Topics: nissan, advertising

Comments

Recommended

November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 2017
All is set for Volkswagen’s plans to enter the electric vehicle game, as prompted by the so-called Dieselgate scandal. In fact, the German carmaker has already made a commitment to...
by - November 17, 2017
As BMW has already revealed, the next generation of the BMW M5 (F90) is a four-wheel drive high-performance sedan with overwhelming power output and torque at its disposal. However, it...
by - November 17, 2017
McLaren unveiled a one-off Gold - on - Black 720S at the 2017 Dubai Motor Show which will be on display throughout the entire stretch of this week’s event. The...
by - November 16, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries