Dongfeng Nissan launches China media planning and buying pitches

Carat Guangzhou and Equinox (part of ZenithOptimedia) are believed to have been invited to take part in the statutory annual review. Sources at the incumbent agency, Mindshare Guangzhou, which currently handles both planning and buying, told Media it also intends to submit information.

The process is in its early stages, with agencies meeting clients this week. Agencies have not yet been given a brief. It is understood that despite the separate pitches, the client may appoint one agency for both media planning and buying duties.

A source close to the account has indicated Nissan’s out-of-home billings alone stand at an estimated US$22 million. The client is also said to “appreciate innovative media ideas”.

Brands under Dongfeng Nissan include Geniss, Livinia, Qashqai, X-Trail, Sylphy, Teana and Tilda. However, reports in China suggest the company will shortly be rolling out new models, including the Quest MPV and the small Micra range. The latter is set to be the cheapest car in Nissan’s China line-up.

TBWA Hakuhodo is Nissan’s creative agency-of-record in China.

Dongfeng Nissan is a joint venture with Dongfeng Motor Corporation. The two companies have been co-operating since 2000.

Nissan Motors recently revised its annual earnings from a loss to a profit as soaring sales in China, now the world’s biggest auto market by volume, helped bolster quarterly earnings.

The growth was mostly driven by Nissan’s smaller, more efficient cars eligible for tax incentives, including the Tilda and Sylphy models.

“Nissan has a really aggressive strategy in China. Japanese car players in general have been coming on really strong, not just in terms of communications but also products,” said one agency source who works on a rival auto brand.

Next year is expected to be strong for the industry, though competition is growing. “Things to look out for are the rise of used car sales, more sophisticated finance schemes and more people buying on credit, which will change the dynamics of the China market,” said the source. “CRM will also grow in importance as people trade up and buy a second car.”