NEW YORK -- Nissan North America moved the regional portion of its U.S. Hispanic advertising account to Zimmerman & Partners Advertising, from the Vidal Partnership, the largest independent U.S. Hispanic shop.
Vidal retains the national business that is the bulk of Nissan's Hispanic account. Zimmerman, based in Fort Lauderdale, Fla., is Omnicom Group's retail specialist and already handles the regional portion of Nissan's general market account.
"The decision was made due to the increase of national advertising requirements as our product line and volumes continue to grow," said a Nissan spokeswoman. "With our upcoming product launches, we feel that this is the best strategy and utilization of our resources to optimize our results."
Nissan moved the regional work targeting the Hispanic market to Zimmerman starting April 1, but the decision was made last November. Vidal's national Nissan account includes the launch of Altima, Sentra, Versa and Titan models in the U.S. Hispanic market this year.
The Vidal Partnership, New York, was awarded Nissan's national and regional Hispanic business, estimated at a total of about $50 million, in October 2004 after a review. The previous agency, Dallas-based Ornelas, handled only the national account. (Ornelas no longer operates as an ad agency, and is developing a different business model.)