LOS ANGELES -- With so many product introductions slated for 2012, Nissan Division is starting three to four months earlier than normal to prepare the advertising campaigns that will support them.
Nissan North America executives met last week in Los Angeles with agency TBWA\Chiat\Day to go over early proposals for the campaigns.
The next 18 months will see Nissan introduce new generations of many of its highest volume products, including the Sentra, Versa, Altima and Pathfinder.
"We want each one of these launches to be about Nissan, with a common theme," said Jon Brancheau, Nissan's marketing vice president.
"We don't want to do a series of launch-and-leave introductions. We want to tie them all together and build as we go. And in order to do that, you've got to plan all the way through the schedule."
Brancheau said the company and its agency are considering dozens of concepts for each key launch.
He said one idea involves focusing on the new-product wave itself -- advertising not just the vehicles but the fact that Nissan is bringing out one key product after another during the year.
Brancheau said Nissan's ad budget will rise in 2012 to support the series of product launches. He declined to say what the increase would be.
Under Brancheau, Nissan's overarching ad campaign has been "Innovation for All," a theme that highlights the brand while pointing out the innovative aspects of specific models.
Brancheau said that campaign will continue during the multiproduct launch period.