In a shift designed to expand and re-energize brand communications targeting Hispanics, Nissan North America, Inc. has announced that The Vidal Partnership, an independent Hispanic agency based in New York, has been selected as Nissan's U.S. Hispanic advertising agency of record.
Vidal will be responsible for providing strategic counsel and direction in reaching Hispanic consumers through advertising and other marketing extensions for Nissan's national and regional product and brand campaigns across the country.
"We are delighted to welcome The Vidal Partnership into the Nissan family of agencies," said Jan Thompson, vice president of marketing for Nissan North America. "Vidal becomes a key partner in Nissan's continuing commitment to reach Hispanic consumers through culturally relevant targeted communications. Vidal's solid marketplace capabilities and experience combined with their strategic approach, agency resources, and senior leadership team will accelerate Nissan's Hispanic marketing outreach."
The Vidal Partnership is a certified 100% minority owned and managed, full-service integrated marketing communications agency. With a staff of over 100 bilingual and bicultural professionals, The Vidal Partnership is headquartered in New York with offices in Los Angeles, Dallas, Miami, and Atlanta.
"Nissan North America honors us by selecting us as their agency of record for Hispanic marketing," said Manny Vidal, chief executive officer, The Vidal Partnership. "I can think of no automotive brand that fits The Vidal Partnership culture better than Nissan. We are eager to get to work on positively impacting this business and are very excited to partner with the Nissan team. It's great to be in a partnership where both parties share a passion for the Hispanic market. We're thrilled."
Established in 1991, The Vidal Partnership is the largest independent Hispanic marketing communications agency in the U.S. The agency's client roster includes CENTURY 21, Buchanan's, Johnnie Walker, DIRECTV, Heineken USA, JP Morgan Chase, MasterCard International, Old Navy, The Home Depot and Wendy's International. In addition to the New York headquarters, The Vidal Partnership has offices in Atlanta, Miami, Los Angeles and Dallas. For more information, visit www.vidal-partnership.com.
Nissan's online Spanish-language consumer website can be accessed at www.nissanusa.com/espanol.