Infiniti Finally Confirms CP+B Win

By Patrick Coffee 


After weeks of rumors claiming that Infiniti would be leaving TBWA, that the original seven-agency group vying for the account had shrunk to two, that those two were CP+B and GS&P, and that the former had emerged victorious, we can finally answer our own question:

Did CP+B win Infiniti or not? Yes. Yes, they did. Take it away, press release:


  • Roth Observatory helped Infiniti choose CP+B as its global creative AOR
  • The account will be based out of the agency’s Boulder headquarters
  • This move marks the first time that “global agency responsibility for all key markets” will rest with one shop
  • The brand will initially focus on the US, China and Canadian markets before expanding its global efforts in 2015 to coincide with the launch of the Q30 premium compact model

Infiniti global marketing VP Vincent Gillet says his company chose CP+B thanks to a “demonstrated ability launching and nurturing brands” while agency president Steve Erich writes that subsequent campaigns will focus on “advanced technologies, exceptional craftsmanship and emotive designs.”

Finally, a car that understands your needs. The most interesting part of the release tells us that CP+B will establish “regional offices” to manage the account in crucial markets like “China, Europe and North America.”

Our insights, based on a trip we made to China three years ago: don’t be afraid to try the pigeon.