Nissan enhances creativity through new structures and nuanced use of data

Nissan, the automaker, has enhanced its creative strategy through transforming its internal structure and agency roster and making full use of data to inform its communications.

Allyson Witherspoon, vice president, marketing communications and media at Nissan, is data-driven in her approach to the nameplate’s advertising.

Her confidence in this approach is grounded in various datapoints she referenced to the digital delegates at the Association of National Advertisers’ (ANA) 2020 Media and Measurement Conference.

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