YOKOHAMA, Japan — Think of leading global brands, and they usually have the same image and impact from country to country, region to region. But for struggling premium player Infiniti, finding such consistency has been a challenge, no thanks to its fragmented marketing strategy.
Nissan Motor Co.’s upmarket brand plans to tackle that problem by switching to a new advertising agency starting in April that will implement a unified message worldwide in a bid to upgrade its public perception.
The newly inked deal with Publicis Groupe of France ends a hyper-regionalized approach in which Infiniti juggled 10 agencies in different markets, including its collaboration with a longtime advertising partner in the U.S., said Phil York, general manager of Infiniti global brand and marketing.
The campaign kicks off with the automaker’s redesigned QX60 crossover, to be unveiled this summer and go on sale in the fall for the 2022 model year. Details of the new marketing approach are still under…
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