TBWA Worldwide and Japan’s Hakuhodo this week formalised a joint
venture to service its mutual dollars 1 billion Nissan account.
The alliance, which is devoted solely to the car manufacturer, will be
known as H&T Worldwide and will comprise three global branches in Japan,
the US and Europe.
The Japanese venture will be 80 per cent owned by Hakuhodo, while H&T
USA will be 80 per cent owned by TBWA.
’Nissan is TBWA’s biggest account worldwide and we’ve worked in
partnership with Hakuhodo on the business for a number of years. This
venture sets up a global organization tasked with building the brand on
a worldwide basis,’ Neil Christie, the managing director at TWBA GGT
Simons Palmer, said.
An initial deal was struck in December last year as both agencies
responded to Nissan’s desire to have one global agency partner. Nissan
said it wanted to bring better global co-ordination to its advertising
as part of a pledge to cut costs by 20 per cent.
TBWA handles approximately dollars 500 million in Nissan billings in
North America and Europe while Hakuhodo has the business in Japan.
Nissan is Japan’s third largest global spender - after Toyota and Sony -
and represents about 10 per cent of Hakuhodo’s total billings.
TBWA and Hakuhodo already have a joint venture headquartered in
Amsterdam, named TBWA/H. It was set up ten years ago to service its
Nissan and Cannon clients.