Infiniti, the luxury division of Nissan, has handed its global creative account to Crispin Porter + Bogusky (CP&B).

The account was handed to CP&B after a pitch that was run by Roth Observatory and included Goodby Silverstein & Partners and Anomaly.

CP&B replaces TBWA as Infiniti’s lead creative agency and will run the account from its office in Boulder, Colorado, effective immediately.

Vincent Gillet, vice president, global marketing, Infiniti said: “Crispin Porter + Bogusky has a demonstrated ability launching and nurturing brands and is an excellent match for our mission: elevating Infiniti to be a global premium brand.

“Their strength in leveraging multiple communications channels made them the obvious choice as our marketing partner, and we look forward to their fresh thinking as we continue growing Infiniti’s stature.”

Steve Erich, president, CP&B said: “Infiniti has a clearly identified product strategy to take the brand into the next decade, and we look forward to being a part of this journey.”

Regional offices for the agency will be established around the globe to service key regional Infiniti markets including China, Europe and North America.