“We Want to Be Bold. Nissan Should Be Bold.” - Shiro Nakamura, Senior Vice President & Chief Creative O Cer, Nissan Motor Company, Ltd
INNOVATION MADE BOLD N EW YORK CITY BEYOND ADVERTISING AGENCY “We want to be bold. Nissan should be bold.” - Shiro Nakamura, Senior Vice President & Chief Creative Ocer, Nissan Motor Company, Ltd. We would like to thank the CEO of Nissan, Carlos Ghosn, for the opportunity to create a campaign that reflects the innovation of the Nissan Company. President Table of Contents Jana Cudiamat General Managers 1 Acknowledgements Cheyenne Logan Tracy Solorzano 2 Our Inspiration Account Planning Olivia Holland-LaForte, Executive Director Mathilde Perot 3 Executive Summary Danielle Tsimberg Creative Justine Dungo, Executive Director 4-8 Research Jennifer Wong, Associate Director Jacqueline Alves Frank LoBello 9-17 Creative Devyn Silverstein A special thank you to Dr. Martin Topol, Professor Phyllis Toss, Ms. Nisha Lalchandani, John Szalyga, and Jonathan Viano. Media 18-19 Media Maria Loreto, Executive Director Melissa Escobar Mark Kazinec • Throughout the plans book, the term, Multicultural Millennial, will 20-26 Strategy Integration Lissette Martinez at times be abbreviated using the acronym, MCM. Drew Mihalik • Hispanic American, African American, and Chinese American Katie Tymvios will be represented with the following acronyms, respectively: 27-28 Dealership Experience PR/Promotions HA, AA, and CA. Brittany Hallberg, Executive Director • Throughout the plans book, vehicle personality is italicized to 29 Visual Summary Ashley Kaywood convey each vehicles’ bold persona that we designed for the Alina Vorontsova campaign. Dealership Experience 30 Flowchart Christina Danza, Executive Director Our deepest appreciation to Navindra Guman Measurement 31 Professor Conrad Nankin & Dr. Larry Chiagouris Elizabeth Pawlowski & Evaluation for their guidance and endless dedication. Future 32 Recommendations ACKNOWLEDGEMENTS 1 2 OUR INSPIRATION Executive Summary Tailoring a Brand Perception to Match an Exciting Lifestyle Nissan is a brand with a bold mission to provide exciting and innovative vehicles for “At our core, we didn't know what all.
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