ATLANTA Nissan said it has assigned the Hispanic portion of its regional advertising account to Zimmerman Advertising without a review.
Previously, The Vidal Partnership, an independent Hispanic shop in New York, handled Spanish-language advertising. Vidal retains the national advertising work for the company.
Jordan Zimmerman, founder and chairman of the Omnicom Group shop in Fort Lauderdale, Fla., said the company moved the account based on the merits of general market advertising for the regional account that his shop has been doing since 1999.
Zimmerman said he had some staff members experienced in Hispanic advertising, but had to hire more creative and account people to handle the Nissan work.
The regional work includes providing advertising for 1,052 Nissan dealers nationwide. Zimmerman said he adapts the national branding work into ads that result in sales at the dealerships.
Maria Bowe, a spokesperson for Nissan, said the company wanted to consolidate all its regional work at Zimmerman and allow Vidal to focus on new product launches.
“The decision to hire Zimmerman is part of Nissan’s strategy,” Bowe said. “Nissan is launching many products and we wanted Vidal to concentrate on the national advertising.”
The value of the regional Hispanic market work was not disclosed, but the combined national and regional account was estimated at $50 million when Vidal won the business after a review in October 2004.
Zimmerman Adds Nissan Hispanic
