NASHVILLE -- Nissan North America today tapped Joel Ewanick of Hyundai to steer marketing for the Nissan brand.
As vice president of marketing for Hyundai Motor America, Ewanick was credited with developing last year's attention-getting “Hyundai Assurance Program.” The program featured Jeff Bridges calmly guaranteeing customers that they could return their Hyundai purchases with no credit implications should they lose their job.
Hyundai launched it amid recession jitters during the 2009 Super Bowl.
The assurance campaign boosted the number of people willing to buy a Hyundai during the industry sales downturn of 2009.
Ewanick, who joined Hyundai in 2007, told Advertising Age last year that the entire campaign moved from concept to broadcast in just 37 days, a notable feat in the committee-heavy world of national advertising.
Under Ewanick, Hyundai was named the 2009 Marketer of the Year by Advertising Age, an affiliate of Automotive News. Ewanick also was named No. 14 on the the trade publication's 2009 Power Players list.
He will step into the post of Nissan Division vice president of marketing, responsible for marketing communications, pricing and product management.
That post was vacated in early February when Nissan Motor Co. promoted Christian Meunier to become president of Nissan Brazil.