Nissan enhances creativity through new structures and nuanced use of data

Geoffrey Precourt

Nissan, the automaker, has enhanced its creative strategy through transforming its internal structure and agency roster and making full use of data to inform its communications.

Allyson Witherspoon, vice president, marketing communications and media at Nissan, is data-driven in her approach to the nameplate’s advertising.

Her confidence in this approach is grounded in various datapoints she referenced to the digital delegates at the Association of National Advertisers’ (ANA) 2020 Media and Measurement Conference.

One such example was Nielsen Catalina Solutions, the research firm, who analyzed nearly 500 advertising case histories and found that creativity was the most important sales contributor in 47% of these campaigns.

The challenge for Nissan was to ensure its approach was optimized to deliver the best possible creative. In April 2019, when...

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