FRANKLIN, TN: Nissan North America has selected Stratacomm, part of Fleishman-Hillard's network, as its corporate AOR following an RFP process that began in the third quarter of last year.
Nissan had not worked with a corporate AOR for about three years. However, the automaker wants to expand in the next 24 months by launching a new product range, said David Reuter, VP of corporate communications at Nissan.
Prior to working with Nissan, Stratacomm was Chrysler's AOR for corporate communications from 2003 to 2009. The agency also previously worked in AOR roles for Mitsubishi from 2004 to 2006 and Smart USA from 2007 to 2010.
Stratacomm will manage the account from its Detroit office, aided by staff from its Washington headquarters.
John Fitzpatrick, senior partner at Stratacomm, said the agency's goal is to reach out to all types of media, including print, broadcast, and bloggers, to create buzz about Nissan's upcoming models.
The firm's charge is to help Nissan “make some noise in the news media, and the timing couldn't be better as the brand launches 20 new cars and trucks over the next 24 months to further shake up the US market,” he said.
Stratacomm will primarily handle traditional media, but it will also work across platforms with Nissan's internal social media team, Reuter explained. The firm will also collaborate with its Omnicom Group sister agencies TBWA/Chiat/Day and Zocalo on advertising and social media, respectively, he added.
The automaker chose Stratacomm because of its expertise in the auto industry and public affairs, as well as its ability to raise brand awareness, added Reuter.
“The most important thing for us is the ability to amplify the messages and the story that Nissan is telling,” he said. “We've been doing a good job of that, but where we've been weak is we haven't been able to get the scale and the overall volume that we've been looking for, and we expect that Stratacomm is going to help us do that.”