Jean Halliday reports that Nissan's Infiniti marque is unifying its brand image across the globe with two ads breaking online and in full-page ads in
USA Today and the
Wall Street
Journal today. Previously, marketing teams in other countries could decide for themselves if they wanted to use ads created by Infiniti's team in North America, which is responsible for 75% of
sales.
"You'd end up with an inconsistent strategy and look," says Jon Brancheau, global marketing director since April. Not all markets are required to use the exact same ads going
forward, but "the intent is to have one look and feel on a consistent basis," he says.
The advertising will attempt to stand out by mimicking great global fashion brands such as Gucci
and Dior, according to Rob Schwartz, chief creative officer of Infiniti's U.S. agency, TBWA/Chiat/Day. One new print ad compares the power of a wave, shown by a brush stroke, translated to the
performance of the new G sedan. TV spots for the G sedan and G coupe will break Saturday during NCAA basketball broadcasts on ESPN.
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