Omnicom-owned global agency network TBWA and Japan’s Hakuhodo are to pool their resources to create a single agency servicing Nissan Motor Company’s new worldwide marketing division.

Effective from today, the Tokyo-based new joint agency, branded \G1 Worldwide, is headed by president-ceo Robert LePlae, formerly managing director of the Nissan and Infiniti accounts at TBWA/Chiat/Day, Playa del Rey, California. G1’s chairman is Takashi Ohashi, quondam general manager of the Japanese shop.

Ohashi also leads the Japanese operation, Hakuhodo\G1; while the North American unit, TBWA\G1, is headed by Michael Allen. London-based Philip Purdon will act as ceo, European operations.

The joint project reflects Nissan’s "one brand, one voice" strategy, designed to reinvigorate the ailing marque.

News source: Advertising Age - International