Following a competitive pitch, Nissan Motor Company has appointed TBWA as its global marketing agency for its Datsun brand.
Global creative and strategic direction for the brand will be led by TBWAHAKUHODO and TBWALondon and this will then be supported in individual markets.
The agency was appointed based on the ‘Riser’ brand platform it developed for Datsun. Using this platform, TBWA will be responsible for developing the Datsun communications strategy, its global launch and local market activation.
This appointment follows an earlier announcement by Nissan to revive its Datsun brand after discontinuing it in 1981.
Datsun is due to launch in 2014, with an initial focus on India, Russia and Indonesia. The brand will target the young middle class in high-growth markets.
Local TBWA offices, TBWAMoscow, TBWAMumbai, and TBWA and HAKUHODO Jakarta will be responsible for the individual launches in the markets.
Vincent Cobee, corporate vice president of Datsun Business Unit, said: “We are bringing the Datsun brand back to provide a new experience to up-and-coming customers in high-growth markets.”