LOS ANGELES: In an effort to trim marketing costs, Nissan Motor Company has decided to consolidate its PR account under one roof.
LOS ANGELES: In an effort to trim marketing costs, Nissan Motor
Company has decided to consolidate its PR account under one roof.
As a result, the auto giant’s two existing agencies - Edelman and Porter
Novelli - will be pitted against one another in a bid for the business
later this month. PN handles consumer and trade PR, while Edelman
directs the company’s public affairs business. No other agencies were
invited to participate in the review and a decision will not be
announced until after the US auto show in January, according to Nissan
VP of external affairs Jason Vines.
’The decision is purely an economic one,’ he said. ’Both agencies have
served us well, and we’re going to see who can best serve all our
The world’s second-largest Japanese automaker, Nissan has encountered
financial difficulties over the past few years. Sales dropped nearly 10%
last year, and the debt-ridden company last week announced plans to cut
1,000 jobs in the US.
The layoffs are part of a company-wide reorganization spurred by Renault
SA’s purchase of a 36.8% stake in Nissan earlier this year. As part of
his turnaround plans, newly appointed CEO Carlos Ghosn recently
announced the closure of three Japanese plants and 21,000 job cuts