LOS ANGELES - With its quirky 'Life Is a Journey' brand advertising campaign being put on the back burner, Nissan Motor Corp. U.S.A. ad agency TBWA Chiat/Day has hired outsiders from rival automotive accounts to bring new perspective to Nissan marketing.
Nissan's group account director post has been taken by Robert LePlae, who had been the group account director for Rubin Postaer & Associates. Although in recent years he had coordinated mostly non-automotive business, he had spent five years on the Honda Division account.
LePlae will report to Tom Patty, president and worldwide account director.
Also, Rob Schwartz, previously associate creative director on the Lexus Division account at Team One Advertising, will carry the same title for the Nissan Division account at TBWA, reporting to creative director Rob Siltanen.
The moves come as Nissan has severely cut back emphasis on the 'Journey' brand campaign that has been given heavy play for the last two years.
Nissan said it is now concentrating 70 percent of its $300 million national advertising budget in more retail-driven ads. No brand spot has run on TV since the Olympics in February.