CP+B Lands Global Infiniti Assignment

Infiniti has named Crispin Porter + Bogusky (CP+B) as its new global creative advertising agency of record, the car maker confirmed Monday. The agency will work with Infiniti on brand and marketing planning and creative development, effective immediately. This is the first time Infiniti is consolidating all key markets into one global agency. 

With the win, Crispin, an MDC Partners ad shop, will establish additional offices in key Infiniti markets, according to the car maker, including new outposts in China, Europe and North America. The agency's Boulder, CO office will handle strategy and creative work.

Unsurprisingly, this was a hotly sought-after account. The auto brand spends more than $450 million annually on advertising, and contenders included Publicis, FCB and a joint pitch by Arnold and Havas Worldwide. Incumbent agency Omnicom's TBWA, which did not make it to the final round, also participated in the review which was led by Roth Observatory, the New York-based search firm.



Media chores, which were not part of the review, continue to be handled by Omnicom’s OMD

CP+B's success with integrated campaigns helped to win over Infiniti executives. "Crispin Porter + Bogusky has a demonstrated ability launching and nurturing brands and is an excellent match for our mission: elevating Infiniti to be a global premium brand," said Vincent Gillet, Infiniti Vice President, Global Marketing. "Their strength in leveraging multiple communications channels made them the obvious choice as our marketing partner, and we look forward to their fresh thinking as we continue growing Infiniti's stature."

The first work will focus on the U.S, China and Canadian markets. The agency is also developing work to support the launch of the new Infiniti Q30, Infiniti's premium compact entry that will be built in Europe and is due to be launched in 2015.

Infiniti, which has sales operations in around 50 countries, sold a record 146,000 new vehicles around the world in the first nine months of 2014, up more than 20 percent, according to the company.

The car company has ambitious expansion plans: Over the next five years, in intends to expand its product portfolio by 60% and significantly increase its global manufacturing footprint.

The brand, founded in 1989, currently has manufacturing facilities in Japan and the United States. Production in China and the UK will start along with the expansion of the brand’s portfolio. Infiniti plans to also expand manufacturing into Mexico by 2017.

“Infiniti has a clearly identified product strategy to take the brand into the next decade, and we look forward to being a part of this journey,” said Steve Erich, President, Crispin Porter + Bogusky. “With Infiniti’s reputation for advanced technologies, exceptional craftsmanship and emotive designs, our role will be to build on those strengths.”

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