2007 by Target Market News Inc. All rights reserved
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review for black and Hispanic ad agencies is underway
Della de Lafuente
Adweek.com (March 11, 2008) Nissan North
America has hired Chicago-based consultancy Jones Lundin Beals to manage a
review to find an agency for its multicultural marketing business, the
automaker confirmed Tuesday.
The client's Nissan and Infiniti brands spend a combined $1 billion
annually in domestic measured media, per Nielsen Monitor-Plus. Nissan
spent close to $35 million in 2007 for domestic Hispanic TV alone.
"We're always looking at ways to maximize synergies and efficiencies for
our marketing effort, and to that end, we plan to perform an agency search
for our multicultural marketing activities," said client representative
Duties for the agency, including whether the account would involve the
multicultural business for both Nissan and Infiniti, haven't yet been
determined. It's also not yet known whether the automaker would enlist one
or multiple shops to handle duties aimed at ethnic-specific markets,
though Fields reiterated Nissan's goal of creating efficiencies within the
Agencies invited to participate in the review will be based on a list of
candidates culled by the search firm, Fields said.
Incumbents responsible for existing multicultural duties will be invited
to participate in the review, Fields said. They include: Vidal
Partnership, New York, (which handles Hispanic duties for Nissan); Marca
Hispanic, Coconut Grove, Fla., (Hispanic duties for Infiniti); and the
True Agency, Los Angeles, (African-American duties on Nissan and
Infiniti), the client said.
Omnicom's Zimmerman Advertising, Fort Lauderdale, Fla., handles Nissan's
retail marketing at the local and regional levels for both the Hispanic
and general market, Fields said. It was unclear whether Zimmerman would be
asked to participate in the review.
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