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Nissan Motor Company appoints TBWA Worldwide for Datsun revival communications strategy


By Gillian West, Social media manager

February 1, 2013 | 2 min read

Nissan Motor Company has confirmed that TBWA has been appointed as the global marketing agency for Datsun.

The appointment follows the return of Datsun by Nissan Motor Company’s CEO, Carlos Ghosn, in March 2012.

The global creative and strategic direction will be led by a combination of resources from TBWA\HAKUHODO and TBWA\London. The agency’s appointment follows its development of the ‘Riser’ brand platform for Datsun. Using this platform TBWA will take responsibility for developing the Datsun communications strategy, its global launch and local market activation.

Due to launch in 2014 with an initial focus on Russia and Indonesia, local TBWA offices will be responsible for the delivery of campaigns in their home countries – TBWA\Moscow, TBWA\Mumbai, and TBWA and HAKUHODO Jakarta.

Corporate vice president of Datsun Business Unit, Vincent Cobee, commented: “We are bringing the Datsun brand back, to provide a new experience to up-and-coming customers in high-growth markets. We are pleased to have TBWA\Worldwide join us for the successful launch of this great brand.”

Tom Carroll, president and CEO at TBWA Worldwide, added: “We are honoured and delighted to be leading the Datsun launch. We are mobilising our key rising markets’ expertise and resources around the world to ensure that we have our very best people working on Datsun.”


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