Nissan taps pair of multicultural AORs

NASHVILLE, TN: Nissan North America has selected B&C Associates as its African-American AOR and Cartel Impacto as its Hispanic AOR.

NASHVILLE, TN: Nissan North America has selected B&C Associates as its African-American AOR and Cartel Impacto as its Hispanic AOR.

Fred Standish, director of corporate communications at Nissan North America, said the scope of the agencies' work has yet to be totally defined, but most of it will involve "non-product" matters.

The firms will also work on Infiniti, Nissan's luxury brand. "They will assist on [some] product promotions as well," he said.

B&C has handled African- American community relations for Nissan for the past six years, but this is the first time the carmaker has worked with Cartel. The IW Group handles Asian PR for Nissan, who moved its headquarters to Nashville in July 2006.

Standish would not discuss any details of the selection process.

Lagrant Communications has handled African-American national media relations for the past 11 years, and Hispanic media and community relations for the past five years.

Kim Hunter, president and CEO of Lagrant, said he was "extremely surprised" by Nissan's decision.

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