TBWA\Chiat\Day New York Takes Over Lead Creative Duties on New Nissan Campaign

By Patrick Coffee 

Nissan has apparently transferred lead creative duties on some campaigns (note that qualifier) from Zimmerman to TBWA\Chiat\Day New York.

Campaign first reported last month that TBWA had taken over, and the brand’s new campaign would seem to confirm that it is true in some cases

This work promotes the new Kicks subcompact crossover and, as noted in AdAge, started with a soundtrack rather than a script.

In the AdAge story, Nissan states that it wants all agencies involved in Omnicom’s Nissan United group to take part in promoting its various lines.

This is something of a change from early last year, when the car company ended its 20-year relationship with TBWA L.A. in the interest of moving things a bit closer to its home ground in Tennessee. At that time, the client said Zimmerman would lead creative with TBWA New York handling digital and social media.

Representatives for TBWA and Zimmerman declined to comment on the new arrangement.

One source, however, claimed that the structure of Nissan United group has not changed and that Zimmerman continues to serve as lead while “orchestrating” work by its fellow Omnicom shops.

Guess we’ll have to see which agency handles the next campaign.