Nissan reviews its Europe online strategy

Nissan is reviewing its pan-European online strategy and is understood to be holding a pitch in Paris involving a number of digital agencies.

Sources suggest that the pitch involves work that is currently handled by French digital agency Duke Interactive, but the Japanese car giant denies a review is taking place.

One observer claims that Nissan is looking for a digital agency that is part of a network with extensive coverage across Europe. The account is thought to have a substantial budget.

A Nissan spokeswoman states: “There is no pitch. Duke signed a three-year contract last year.”

Duke Interactive describes its brief for Nissan as strengthening the brand by showing how it challenges conventions. It aims to generate visits to dealerships and has created a central website with a common international design across different markets. It also runs online promotional campaigns.

In a separate development, Nissan was hit last month by the departure of vice- president for global marketing Steve Wilhite, who left the Tokyo office to join Hyundai Motor America as chief operating officer. The company is seeking a replacement for the post.

Meanwhile, in the UK, Nissan has run an integrated campaign to promote its range of 4×4 motors. Created by TBWA/London, it features a 40-second television spot following travel presenter Saba Douglas-Hamilton travelling across countries on the 24th parallel of latitude. Viewers are directed to the website www.nissan-adventure.co.uk.

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