Nissan Likely to Review €198m European Media Placement

24 May 2002

Despite ritual denials, Japanese auto giant Nissan Motor is reportedly poised to appraise its media planning and buying activities in the UK and Holland – a prelude, observers believe, to a Europe-wide review of its estimated €197.66 million ( $181.66m; £125m) account.

Most of Nissan’s European media buying is in the hands of Omnicom’s OMD; in Britain the £25m account is handled by sibling Manning Gottlieb OMD; while in Holland the business is split between OMD (planning) and Carat (buying).

Tales that the Nissan account is on shifting sands have abounded since Renault, a 37% stakeholder in the Japanese giant, consolidated its pan-European media business into Carat in 2000. Speculation reached fever pitch in July 2001 after Carat resigned Peugeot-Citroen's £185m media account across the UK, Germany, Belgium and Denmark.

But Nick Manning, chief executive of the UK incumbent shop, insists the Nissan contract will run to the end of the year at least; and Nissan UK has denied it has itchy feet.

Data sourced from: BrandRepublic (UK); additional content by WARC staff