BDH TBWA scoops pounds 15m Nissan dealership advertising account

BDH TBWA has picked up Nissan’s new dealer advertising account, consolidating the car maker’s UK business within the TBWA group.

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

foregone conclusion.



’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.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).