Nissan Realigns Hispanic Ads

LOS ANGELES-Nissan Motor Corp. is downsizing its national Hispanic ad effort and bolstering its support of regional programs.
“We have changed our strategy to better address the Hispanic audience,” said Dierdre Francis-Dickerson, manager of minority marketing and strategic relationships at Nissan.
The Gardena, Calif.-based automaker has dropped national Hispanic television advertising, a medium it ventured into for the first time late last year.
Last fall Nissan hired Mendoza Rend—n & Amigos in Newport Beach, Calif., as its first national
Hispanic agency. The shop subsequently produced the client’s first national campaign targeting U.S. Hispanic consumers. Billings were estimated at $3 million. The ads featured celebrities popular in the Hispanic community.
Despite positive response to the campaign, the client fired Mendoza Rend—n & Amigos (now Rend—n & Amigos) earlier this year and is reallocating funds to its 10 regions, which now have the option to hire local agencies. The Southeast region in Jacksonville, Fla., for example, is currently talking to a number of undisclosed agencies.
Francis-Dickerson said that creating regionalized programs tailored to specific markets such as Miami’s Cuban community or the Southwest’s Mexican American market makes better use of available funds. Nissan plans to continue running some national Hispanic print advertising but has not named an agency to handle those duties.
TBWA Chiat/Day in Venice, Calif., which provides general market advertising for Nissan, is running some of its ads in Hispanic magazines (in English) through March 1998, according to media planner Alexis Avazian. TBWA Chiat/Day will also continue to handle Hispanic print media placement.