Infiniti starts agency talks ahead of 40m Euro launch

Infiniti, Nissan’s luxury marque, is talking to agencies about its 40m pan-European advertising and media planning, and buying accounts ahead of its launch in Europe next year.

Infiniti, Nissan’s luxury marque, is talking to agencies about its £40m pan-European advertising and media planning, and buying accounts ahead of its launch in Europe next year.

Nissan moved its European brand chief Bastien Schupp to the new role of marketing director for Infiniti earlier this year (MW April 5). It is thought that he has been in talks with a number of agencies, including Nissan incumbents TBWA and OMD, in recent weeks.

An Infiniti Europe spokeswoman confirms that the marque is looking for advertising, media, sponsorship, event and PR agencies, but refuses to elaborate on what stage the search is at or what agencies are involved. Nissan incumbent TBWA handles both brands in the US.

Infiniti has been hugely successful in the US, where it was established in 1989. Sales grew by 88% to 136,401 between 1999 and 2005. The US marque’s current lineup includes luxury sports utilities vehicles (SUVs) and executive saloons.

Schupp, who was previously general manager for brand and advertising at Nissan Europe, is responsible for all marketing activity for Infiniti, and has already built a 30-strong European marketing team since his appointment. It is thought that he is still recruiting and wants to increase the European marketing team to 60 ahead of next year’s launch. Schupp, a former Audi marketer, reports to vice-president of Infiniti Europe Jim Wright.

Infiniti will be going up against Toyota’s luxury marque Lexus, which has seen sales jump 60% across Europe in five years.

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