TBWA has been appointed as the global marketing agency for Datsun. This development follows Nissan Motor's announcement in March 2012, that it intends to revive the brand.
The global creative and strategic direction will be led by a combination of resources from TBWA\Hakuhodo and TBWA\London, supported by individual markets. The agency was appointed on the strength of the innovative ‘Riser’ brand platform developed for Datsun, according to an official statement.
TBWA offices will be responsible for developing the Datsun communications strategy, its global launch and local market activation.
Datsun is scheduled to be launched in 2014, with initial focus on India, Russia and Indonesia. Local TBWA offices will be responsible for delivering campaigns in their home countries – TBWA\Moscow, TBWA\Mumbai, and TBWA and Hakuhodo Jakarta.
Commenting on the development, Tom Carroll, president and CEO, TBWA Worldwide, said, “We are honoured and delighted to be leading the Datsun launch. We are mobilising our key rising markets’ expertise and resources around the world to ensure that we have our very best people working on Datsun.”
Vincent Cobee, corporate vice president, Datsun Business Unit, added, “We are bringing the Datsun brand back, to provide a new experience to up-and-coming customers in high-growth markets. We are pleased to have TBWA\Worldwide join us for the successful launch of this great brand.”