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.’