TBWA\C\D Taps Shands for Nissan

LOS ANGELES TBWA\Chiat\Day has hired Joe Shands as North American creative director on the Nissan business, the agency said.

Shands, 39, was previously creative director on the Vodafone and Powerade accounts at Wieden + Kennedy in Amsterdam.

In his new position, Shands reports to Rob Schwartz, executive creative director at TBWA\C\D in Playa del Rey, Calif., and oversees 14 art directors and copywriters. Trained as an art director, Shands replaces Chris Graves, who in June joined Team One in El Segundo, Calif.

“He’s a major talent,” said Robert LePlae, president of TBWA\C\D here. “He’s done some nice automotive work, and he’s also done great work on a lot of brands. He’s worked internationally, which is a big plus, as well.”

Shands will be responsible for all Nissan creative, LePlae said. The client spent more than $590 million on ads in 2002 and $345 million through June 2003, according to Nielsen Monitor-Plus.

“I love cars and I’ve always admired the work of this agency a great deal,” said Shands. “I have friends who work here, it’s a great opportunity for me, a great brand, and a great brand-building opportunity.”

Prior to working at Wieden in Amsterdam, Shands was a creative director at the shop’s Portland, Ore., office, where he worked on Nike, Stamps.com, Miller, Diet Coke and Powerade. He also worked at Goodby, Silverstein & Partners in San Francisco, on Isuzu, Porsche, Finlandia Vodka, the California Milk Processors Board and Haggar. During his career, he has earned One Show pencils for his work on Nike, Doc Martens and “Got Milk?” and also landed a Cannes Lion for Stamps.com.

“He’s a great creative,” said Schwartz. “He brings a real purity of creative vision to the account.”

While the majority of TBWA\C\D’s work for Nissan’s 2004 model year launches has been completed, Shands will have some input on the introduction of the Titan pickup truck, LePlae said. He will also work on the next round of Murano and Maxima advertising, due out in early 2004.