Nissan Picks Ornelas

Ornelas & Associates has been awarded virtually all of Nissan North America’s regional advertising businesstargeting the Hispanic market.

The assignment is an expansion of the national brand work which Dallas-based Ornelas has handled for the past two years.

“We knew the opportunity was there for that second tier of communications and we wanted it to be tied in to what we were doing nationally,” said Scott Fessenden, directorof marketing for Nissan North America.

Fessenden declined to reveal the budget for the company’s first national foray into Hispanic regional marketing.

“I would say that it’s going to depend on the markets, but it could be 15-20 percent of our total regional efforts,” he said.

An Adweek estimate pegs new billings at close to $10 million.

Ornelas will handle duties in six of Nissan’s seven regional divisions. Roster shop Acento of Los Angeles will continue to service the market comprised of Los Angeles and Southern California.

Nissan’s decision was based in part on the success of Ornelas & Associates’ earlier work onthe carmaker’s national branding campaign. A retail analysis linked the national branding campaign with a sales increase of more than 15 percent among advertised Nissan products in the Hispanic markets targeted. In contrast, sales of unadvertised products in the same markets were down more than 10 percent.

Most of the regional Hispanic advertising will be centered around seasonal events and holidays, the company said.