This appointment follows a competitive pitch, managed directly by Nissan.
Nissan first announced its plans to relaunch Datsun in March 2012 during an address by Nissan Motor Company’s CEO, Carlos Ghosn. The brand's relaunch will focus on India, Russia and Indonesia, providing local products under a global brand aimed at the young middle-class in these high-growth markets.
“We are bringing the Datsun brand back to provide a new experience to up-and-coming customers in high-growth markets," said Vincent Cobee, corporate vice-president of the Datsun Business Unit.
TBWA will be responsible for developing the brand's communications strategy, its global launch and local market activation via local TBWA offices, namely: TBWA Moscow, TBWA Mumbai, and TBWA and Hakuhodo Jakarta.
"We are mobilising our key rising markets’ expertise and resources around the world to ensure that we have our very best people working on Datsun,” said Tom Carroll, president and CEO at TBWA Worldwide.
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