Nissan has appointed TBWA as its global marketing agency for brand Datsun that is slated to return to the markets in 2014. The mandate was awarded after a pitch that involved several agencies.
TBWA will handle all the communications for Datsun that will be initially launched in the markets of Russia, Indonesia and India. It will develop Datsun's communications strategy, its global launch and local market activations.
Tom Carroll, president and CEO, TBWA Worldwide, says, "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, says, "We are bringing the Datsun brand back, to provide a new experience to up-and-coming customers in high growth markets."
The announcement for Datsun's launch in 2014 was done on March 20, 2012 by Carlos Ghosn, chief executive officer, Nissan.
Datsun was created in 1931 by DAT Motorcar in Japan and was taken over by Nissan in 1934. It was initially named as Datson but was later renamed as Datsun. The brand was phased out by Nissan in March 1986. It is most famous for the 510, Fairlady roadsters and the Fairlady (240Z) coupes. Datsun is Nissan's third global brand, along with Infiniti and Nissan.
Through the Datsun brand, Nissan aims to offer a modern and affordable car to the people. The company aims to represent 40 per cent car market in Indonesia and will tentatively price its cars below USD 10,000. In India, it plans to price the car at around USD 4,000.
Datsun will be complemented by, on the one side, Infiniti and on the other, Nissan.
TBWA works with some of the major clients across the globe such as ABSOLUT, Adidas, Apple, Energizer, GSK, Henkel, Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank, Singapore Airlines and Visa. It was recognized by Advertising Age in 2010 as the Best International Network of the Decade.