Nissan centralises PR in Euro marketing push

Nissan, the world’s fourth largest car maker since its alliance with Renault this year, has created a single department to manage its communications across Europe and support a massive marketing push.

Nissan, the world’s fourth largest car maker since its alliance

with Renault this year, has created a single department to manage its

communications across Europe and support a massive marketing push.



In March this year, Renault paid pounds 3.3 billion for a 37 per cent

stake in Nissan. The two firms expect to start combining car technology

in the near future.



The combined business produces 4.8 million vehicles each year. The

biggest car manufacturer, General Motors, produces 7.7 million.



Nissan Europe wants to develop its brand and put a major emphasis on

employee communications as it prepares to launch 12 new models in the

coming months.



UK corporate affairs head Daniel Ward has been promoted to head the

department, in the new role of communications director, Nissan Europe.

The changes were implemented because Nissan Europe president Sir Ian

Gibson, who was appointed two months ago, wanted communications to

report directly to him.



The eight-strong regional communications department at the company’s

European headquarters in Amsterdam previously reported to

vice-president, corporate strategy, Sage Mihara. Mihara’s remit now no

longer includes PR.



The Amsterdam headquarters will now have a more extensive PR

co-ordination role. Its original product and corporate affairs remit has

been extended to cover relations with staff, governments, national sales

companies and suppliers.



Supplier and employee relations were previously handled by the Spanish

and UK operations, where the company manufactures vehicles.



All European countries will keep their own PR operations, which are now

functionally co-ordinated from Amsterdam.



Ward previously headed an eight-strong team in London, working on

Nissan’s UK public relations.



He said: ’The communication to all of these audiences has been brought

under one person to make it better and more consistent.’



Ward will divide his time between London and Amsterdam as he will not be

replaced in his UK role.



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