BDH TBWA has picked up Nissan’s new dealer advertising account,
consolidating the car maker’s UK business within the TBWA group.
The Manchester-based agency is believed to have pitched for the business
in November against several through-the-line agencies and marketing
strategy groups. The account, which is expected to be worth more than
pounds 15 million, combines Nissan’s local marketing budget with the
media spend of the dealers themselves.
Nissan’s advertising is already handled by TBWA Worldwide, but the BDH
TBWA group chairman, Arnold Sindle, said that the win had not been a
’The business didn’t just walk in here because of the group connection.
We had to work hard for the win and emphasise the advantages of a
conventional agency such as ourselves,’ he said.
BDH will create resources for direct marketing drives and local press
and radio ads that mirror TBWA GGT Simons Palmer’s above-the-line
campaigns for Nissan models.
Dealerships will be able to personalise these executions for use in
their own campaigns, the first wave of which will break in conjunction
with the launch of the Nissan Almera.
’Any company can risk paying too much attention to the brand and not
enough to the selling proposition,’ Sindle said.
Andy Connell, Nissan’s assistant manager of marketing communications,
said the agency’s reputation in the retail sector was a factor in the
appointment: ’We were very impressed with their understanding of the
dealers’ challenges and the clarity of their response.’