Nissan revamps ad strategies to focus on global message

Nissan has suspended all its individual car brand campaigns in the UK as it prepares an entirely new global positioning for the brand.

Nissan has suspended all its individual car brand campaigns in the

UK as it prepares an entirely new global positioning for the brand.



The Japanese car manufacturer is working with its UK agency, TBWA Simon

Palmer, on new advertising for the spring. The change in strategy throws

into doubt the future of famous work such as the ’all action Almeira’

spoofs of the Professionals and the Sweeney, the ’ask before you borrow

it’ Micra ads, and the Primera commercial featuring a Miami

weatherman.



Nissan has long been seeking a set of core values to call its own, much

in the way that Volvo has appropriated safety, or BMW ’owns’ good

engineering.



The Nissan values will be unveiled within three weeks, Steve McLennan,

the brand marketing manager for Nissan Motors GB, said.



The initiative, generated in Tokyo, is being masterminded in Europe by

Nissan Europe’s senior vice-president of sales, Earl Hesterberg, who has

recently arrived from the US.



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