Nissan awards pan-European CRM brief to TMW

LONDON - Nissan has appointed direct marketing agency Tullo Marshall Warren to handle its pan-European customer relationship marketing.

The appointment, which is intended to drive footfall into dealerships, covers all Nissan models.

The marque is battling to increase its share in a declining market. It sold 86,000 vehicles in the UK in 2005, down 4000 on the year before, but grew its share to 3.55%, according to the Society of Motor Manufacturers and Traders.

The appointment follows a protracted pitch process that began in August.

TMW handles all Nissan's direct marketing across Europe. It has also been briefed to handle the company's customer database following a pitch.

The Japanese car manufacturer is currently promoting the launch of its Qashqai compact crossover model. The TV, viral and direct marketing campaign features cars soaring through the urban sky as they take part in the 'Qashqai Car Games'. The unbranded clips are supported by a microsite complete with the rules, teams and a history of the fictional sport.

TMW would not comment on the appointment.

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