Sophie Chen
Nov 26, 2013

Infiniti calls global social-media pitch

GLOBAL - Infiniti, Nissan’s luxury car brand, has called a global social-media pitch for the first time.

Infiniti Q30 concept
Infiniti Q30 concept

A spokesperson from Infiniti Motor Company Ltd. has confirmed to Campaign Asia-Pacific that the company is looking for its first social media agency of record.

So far, the Japanese car maker has only been working with a few agencies on a project basis, including TBWA’s Digital Arts Network Hong Kong, which handles digital and social media assignments for Infiniti globally and the Hong Kong market.

The company has already sent out invitations to several agencies, and will meet with them in the next few weeks, said the spokesperson.

He indicated that the brand wants to find the right fit as soon as possible without disclosing a clearly defined timeframe for the pitch process.

“We took a fresh look at what and how we were doing at Infiniti when we moved the headquarters a year ago,” he said. “Now social media is the key part of our marketing strategy as we look at everything across the board. That’s why we are looking for right people to work with.”

As social media continues evolving, the company is looking for an agency that will come to the table with lots of opportunities. “We want to be an exciting, provocative, passionate and premier brand,” he said.

In 2012, Infiniti moved its global headquarters from the Nissan corporate building in Yokohama to Hong Kong, intending to have a greater focus on the booming Chinese luxury car markets.

The move is also part of Nissan’s plan to revamp the brand and position it as a more performance and high-tech savvy vehicle, according to The Wall Street Journal.

Infiniti is working on a couple of projects, which will be a game-changer in digital space, said the spokesperson.

“Our digital strategy is growing, and we are interested in pushing the envelope, so there definitely will be increase in the budget,” he added.

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