TBWA Plans Alliance for Nissan Deal With Japan's Hakuhodo to Give Client One Global Agency

Responding to Nissan’s stated desire to have one global agency partner, roster shops TBWA Worldwide and Japan-based Hakuhodo are planning to form a joint venture devoted solely to the automaker.
The move is a pre-emptive strike intended to satisfy the client’s wishes before it looks elsewhere. The troubled Japanese automaker has said it wants to bring better global coordination to its advertising as part of a companywide pledge to cut costs by 20 percent.
Chief operating officer Carlos Ghosn, a former Renault executive who was put in charge of Nissan earlier this year, unveiled a revival plan in October.