BDH scoops 12m Nissan retail account

Nissan Europe has appointed BDH/TBWA to handle a 12m pan-European brief for the dealership network.

Nissan Europe has appointed BDH/TBWA to handle a £12m pan-European brief for the dealership network.

The Manchester-based agency will be responsible for running the car-maker’s retail marketing operations and for producing integrated retail campaigns for dealerships across 18 countries.

The agency will also work in each individual market to launch a new pan-European strategy called the “Nissan Retail Marketing Way”.

BDH/TBWA has held Nissan’s UK retail business since 2001 and supports 220 dealerships through the country. It won the account after the Paris-based car-maker carried out a six-month evaluation of agencies across Europe.

Darren Cox, head of brand promotion at Nissan Europe, says: “Although BDH/TBWA has worked with Nissan GB for several years, this pitch was started from scratch and we considered many options.”

BDH/TBWA chief executive Robert Harwood-Matthews says the account will be run through the agency’s retail marketing department in Manchester, which will be responsible for local press, radio, direct marketing and point-of-sale work.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here