January 30, 2013

Datsun Takes Next Step Toward Return of the Brand

  • Datsun appoints TBWA Worldwide as its global agency toward launch in 2014
  • To introduce the first product of the new line-up in mid-2013; vehicles to go on sale in the 2014 model year

YOKOHAMA, Japan (January 30, 2013) -- Nissan Motor Co., Ltd. today announced the selection of TBWA Worldwide as the global agency of record for the Datsun brand. In March 2012, Nissan announced that the Datsun brand would return to usher in modern, reliable and accessible products for optimistic, up-and-coming customers in high-growth markets. Embodying this aspiration, and equipped with modern technology to assure an engaging driving experience, Datsun vehicle sales will commence in India, Indonesia and Russia in 2014.

The selection of its global agency marks an important step in the Datsun brand's development as it nears the launch of the first new vehicles.

"Datsun" was the name of the Japanese brand that was marketed worldwide from the early years of Nissan throughout the company's rapid growth in the early 1970s and its globalization in the 1980s. Generations of customers coveted the contemporary styling, modern engineering, durability and reliability of Datsun vehicles. The Datsun brand was phased out from 1981, and after this the Nissan name was used as the company expanded globally.

Vincent Cobee, corporate vice president and global head of the Datsun Business Unit, said, "The company is counting on the Datsun brand to once again resonate with consumers in high-growth markets who seek attractive styling, an accessible price and above all an engaging driving experience.

"The choice of brand name was obvious. The Datsun brand remains in our portfolio as one of the most cherished brands in automotive history. And the connection between the Datsun of today and the Datsun of yesterday is authentic. Just as consumers in the 1930s, 40s and 50s wanted high-quality, durable and reliable vehicles, potential customers in high-growth markets -- who today have so few choices -- are eager for such vehicles. We are confident that the new Datsun will meet these expectations," Cobee continued.

Datsun will introduce the first product of the new line-up in mid-2013, and the first vehicles will go on sale in the 2014 model year.

TBWA Worldwide will set up a dedicated Datsun team to run strategic and creative operations from London. Its Tokyo affiliate, TBWA HAKUHODO, will provide operational support to the Datsun team in Japan.

Tom Carroll, President & CEO at TBWA Worldwide, said, "To win an automotive account is always an honor, but when that involves the return of such an iconic brand, it is truly inspiring. The world is changing and we take tremendous pride in having been chosen to help Datsun engage the rising markets of Russia, Indonesia and India. We look forward to taking Datsun's great brand heritage forward and bring new value to our future customers."

Datsun History:

1914 Masujiro HASHIMOTO's Kwaishinsha Motor Works (1911-26) completes "DAT Car"

1926 Kwaishinsha and Jitsuyo Jidosha merge into "DAT Jidosha Seizo"

1932 DAT Jidosha Seizo launches the first "Datsun" cars

1933 Yoshisuke AIKAWA acquires Datsun business and establishes Nissan Motor Co.

1935 Inaugurates Yokohama Plant, Japan's first mass manufacturing plant with the first "Datsun 14"

1958 A class win in the Australian Rally, the world's toughest endurance rally with the "Datsun 210"

1958 Begins exporting "Datsun 210" to the U.S.

About Datsun:
Nissan Motor Co., Ltd. announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012. Datsun will provide a sustainable motoring experience to optimistic up-and-coming customers in high-growth markets. Datsun represents 80 years of accumulated Japanese car-making expertise and is an important part of Nissan's DNA. Datsun vehicles will start sales in India, Indonesia, and Russia from 2014.

About TBWA Worldwide
TBWA Worldwide (www.tbwa.com) creates Disruptive Ideas expressed through Media Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, Energizer, Four Seasons, GSK, Henkel, Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank and Singapore Airlines. TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by Advertising Age in 2010 as the "Best International Network of the Decade." TBWA has 274 offices in 100 countries and over 11,000 employees worldwide.

About Omnicom
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.