Nissan ties TBWA's pay to car sales

Cuneo, Alice Z.
June 1999
Advertising Age;6/7/1999, Vol. 70 Issue 24, p1
Trade Publication
The article reports on the advertising contracts signed by Nissan Motor Co. with advertising agency TBWA/Chiat/Day advertising agency in June 1999. The new contract comes as Nissan shifts the focus of its advertising in two big new campaigns. After three years of an unsuccessful corporate branding drive, the automaker is putting the focus on its key products. Nissan launches a $100 million campaign for its 2000 Maxima sedan an a separate $60 million effort for its back-to-basics sport-utility vehicle, the Xterra. With the new campaigns, Nissan will use Mister Hirshberg as a prologue similar to appearances by the late Walt Disney, who spoke at the beginning of his television programs to provide a little behind-the scenes explanation of what was coming next.


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