Nissan Names True

LOS ANGELES– Nissan North America has named the agency True to handle an ad effort aimed primarily at African Americans, a representative for the client said.

Nissan’s agency, TBWA\Chiat\Day, partnered with the New York based True to pitch the business. Sources said the account will be budgeted at between $15 -20 million and operated out of TBWA\C\D’s office in Playa del Rey, Calif.

The account will be handled by a combination of those who have worked on Nissan at TBWA\C\D and staff from True, including its founders, Richard Wayner and Claude Grunitzky, sources said. TBWA\C\D has taken a stake in True, said to be a one-third share.

A representative for the client said that the ad effort stems from the carmaker’s desire to “embark on new diversity initiatives.” Sources said the new work will lean heavily toward event promotions in addition to traditional TV and print media.

Commenting on the win, the president of TBWA\C\D LA’s office, Robert LePlae, said the staff from True will be a strong complement to his agency. “We have been working with the people for True for several months on this project. They are a terrific group of people and a real pleasure to work with. This is a great opportunity for us and a great opportunity for Nissan.”

The account had been handled by Carol H. Williams Advertising in Oakland, Calif., which resigned the business in January.