VIDAL PARTNERSHIP WINS NISSAN'S HISPANIC ACCOUNT

Automaker to Boost Category Spending to $50 Million

By Published on .

NEW YORK (AdAge.com) -- Nissan North America is moving its estimated $50 million U.S. Hispanic account to independent agency the Vidal Partnership, New York, said executives familiar with the review.

The car maker had guaranteed incumbent

Related Stories:
NISSAN NARROWS HISPANIC REVIEW TO THREE
Agencies Chase $50 Million Account
NISSAN VISITING HISPANIC AGENCIES IN AD REVIEW
Account Valued at $50 Million
NISSAN OPENS REVIEW FOR $50 MILLION HISPANIC ACCOUNT
Incumbent Agency Ornelas & Associates Will Defend
Ornelas & Associates, Dallas and Los Angeles, a slot on the final shortlist of three agencies, which also included Miami-based Marca, partly owned by Marc USA. The incumbent agency was considered the underdog in the review, which at one time even included a Puerto Rican agency, Lopito, Ileana & Howie, San Juan.

Media buying
Manny Vidal, partner-CEO of Vidal Partnership, said the agency will handle creative and media planning, and that media buying, currently at Omnicom Group's OMD, will be evaluated when Nissan's fiscal year ends in early 2005. Mr. Vidal said the New York-based agency already has five regional offices to service the account at both the national and regional level, and will expand its Los Angeles office. Vidal's first work will arrive in the first quarter.

Jan Thompson, vice president of marketing of Infiniti and Nissan brands, said Nissan wants to shift -- to borrow the tagline from the automaker's current ad campaign -- its Hispanic marketing and advertising "to the next level."

Nissan spent $20.7 million on Hispanic TV and print media in 2003, placing 42nd on a ranking of U.S. Hispanic advertisers compiled by the Association of Hispanic Advertising Agencies using data from TNS Media Intelligence/CMR.

$20 million in '03
The company is expected to boost spending as high as $50 million. Last year's $20 million expenditure amounted to just 2.7% of Nissan's total ad budget, about half the proportion of ad spending devoted to Spanish-language media by other car makers including Ford Motor Co. (5.3%), General Motors Corp. (5%), Hyundai Corp. (7.9%) and Toyota Motor Corp. (7.2%).

The marketer does not have a specialty Asian agency, nor is it planning to hire one. True Agency, New York, handles both brands' youth and urban initiatives.

Another Japanese car maker, Mitsubishi, is conducting a review to name its first U.S. Hispanic agency. Mitsubishi's general market agency, Interpublic Group of Cos.' Deutsch, has adapted work for the Hispanic market until now.

In this article:
Most Popular