Around the Net
Infiniti Wants More Distance From Nissan Ads
- Automotive News, Monday, January 27, 2014 10:46 AM
Infiniti wants to have a new global ad agency selected and in place by July. The company has been moving the luxury brand away from its mass-market sibling both physically (the brand is now headquartered in Hong Kong) and tactically. The luxury marque put its advertising account up for grabs late last year. It has been handled by TBWA Worldwide, a unit of the Omnicom Group, since the late 1990s.
Infiniti has always seemed to struggle in the US market, repeatedly coming in below the brand position of their rivals Lexus and Acura. Why? It is hard to say specifically without a much deeper dive into the brand, but it does seem clear that something is not properly aligned between where they want the brand to be, how it is carried out, and its target audience. In the end, Infiniti makes some nice cards so I hope their new agency will be empowered to help them align.