Nissan’s philosophy on agency-client partnerships

Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.

According to Roel de Vries, Global Head of Marketing and Brand Strategy at automotive manufacturer Nissan, the relationship between brands and their agency partners must change as the world around them does.

Now more than 85 years old, Nissan has more than 150,000 employees globally and generates US$110 billion in revenue each year. Nissan’s marketing budget is about US$4 billion, de Vries revealed, and about 1600 people work on Nissan accounts across its portfolio of agency partners.

“We all realise that we have to change, the world is changing,” de Vries said at the World Federation of Advertisers conference in...

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