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Nissan taps TBWA to re-launch Datsun brand

04 February 2013
Nissan taps TBWA to re-launch Datsun brand

Nissan Motor Company has appointed TBWA Worldwide as the global marketing agency for its soon-to-be re-launched Datsun brand, following a competitive pitch.

TBWA will be tasked with developing Datsun’s communications strategy, its global launch and local market activation, using the ‘Riser’ brand platform which the agency has developed for Datsun.

Datsun is tipped to launch in 2014, with an initial focus on India, Russia and Indonesia, as it looks to provide local products under a global brand to the fast-expanding young middle class in high-growth markets.

The global creative and strategic direction for the brand will be led by TBWA\HAKUHODO and TBWA\London, with support from local agencies in individual markets.

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

Nissan phased out its retro-brand Datsun in March 1986. In March 2012, Nissan Motor Company chief executive Carlos Ghosn announced that Datsun would be re-introduced as it looks to gain marketshare in emerging markets.

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Jenni Baker, London

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