NEW YORK – TBWA Worldwide has scooped the global marketing account for Datsun, which Nissan Motor Corporation will be bringing back in 2014 after a three-decade absence to target the latest emerging markets.
Global creative and strategic direction will be led by a combination of resources from TBWA\Hakuhodo and TBWA\London, supported by individual markets. The agency was appointed on the strength of the innovative ‘Riser’ brand platform, which was developed for Datsun and will be deployed for its communications strategy, its global launch and local market activation. TBWA’s appointment following a competitive pitch marks a major step as Datsun nears the launch of new vehicles.
Phased out from global markets in the mid-80s, Datsun will introduce the first product of the new line-up in mid-2013, and the first vehicles will go on sale in the 2014 model year. Its initial focus will be on India, Russia and Indonesia, providing local products under a global brand to the fast-expanding young middle class in high-growth markets. Local TBWA offices will be responsible for delivering campaigns in their home countries – TBWA\Moscow, TBWA\Mumbai, and TBWA and Hakuhodo Jakarta.
Vincent Cobee, corporate vice president of Datsun Business Unit, said: “The company is counting on the Datsun brand to once again resonate with consumers in high growth markets who seek attractive styling, an accessible price and – above all – an engaging driving experience.”
This article originally appeared in adobo magazine issue #44 (March – April 2013)
