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Nissan North America’s search for an agency to handle African American advertising for Nissan and Infiniti is expected to conclude this week.
Among the contenders is a new shop aligned with Nissan’s lead U.S. agency, TBWA\Chiat\Day, sources said.
Without expertise in urban marketing, TBWA\C\D sought the services of other, traditional multicultural ad agencies.
TBWA\C\D initially sought help from within parent company Omnicom Group. But the most logical choice, the PASS urban marketing unit of Arnell Group, handles Chrysler and is pursuing that automaker’s $50 million multicultural account.
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