David Blecken
Oct 28, 2014

Infiniti looks to CP+B to build premium global brand

HONG KONG – Infiniti Motor Company has appointed Crispin Porter + Bogusky (CP+B) as its creative agency-of-record as it looks to strengthen its positioning as a premium automotive brand globally.

The Q30 will be Infiniti's next major launch after last year's unveiling of the Q50
The Q30 will be Infiniti's next major launch after last year's unveiling of the Q50

While the account will be led from CP+B’s Colorado office, the agency will establish offices in key regional markets, including China, to service the business. China is a priority for Infiniti, along with Europe and North America.

A spokesperson from Infiniti, who did not wish to be named, told Campaign Asia-Pacific that since establishing its headquarters in Hong Kong in 2012, Infiniti had “worked very hard to develop a new brand positioning and to provide guidance and consistency, and that is all now coming together”.

The spokesperson declined to comment on what form that positioning would take, but said that having appointed an agency-of-record, all parties would now “work full speed on implementation”.

It is not clear whether TBWA, which is the agency-of-record for Infiniti parent company Nissan, will continue to hold part of the Infiniti business. Representatives from both Infiniti and TBWA declined to comment.

In a statement, CP+B president Steve Erich said the agency’s role would be to build on Infiniti’s “reputation for advanced technologies, exceptional craftsmanship and emotive designs”.

The brand is active in 50 markets and sold 146,000 units in the first nine months of this year, according to the statement. It aims to grow its product portfolio by 60 per cent. It will launch the Q30, a premium compact car, next year.

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