Nissan puts brakes on Dentsu, moves to Omnicom

Lindsay Bennett
By Lindsay Bennett | 16 January 2018

Nissan has appointed Omnicom Media Group (OMG) as it moves to globally align its media account, shifting from Dentsu Aegis Network (DAN).

As part of the win for OMG, the holding company will form a new agency to manage the account, called United, based out of South Melbourne.

Nissan's creative agency of record, TBWA, also sits within Omnicom.

The Nissan account has sat within DAN since 2006, when DAN picked up the account from Mitchell & Partners. Dentsu has declined to comment.

Rebecca Williams, general manager of brand and communications at Nissan Australia, thanked Dentsu Aegis Network for its long-term service to the brand.

“We would like to thank the team at Dentsu Aegis Network for their professional working relationship, great creativity and dedication to Nissan Australia for over a decade,” she said.

“With such a strong global understanding of the Nissan brand, combined with great local knowledge, United is in the ideal position to support Nissan and our communications objectives in Australia."

In a similar move, Omnicom won the McDonald's US creative slice in 2016, also creating a dedicated agency to service the account.

In April last year OMD Australia won the $20 million media account for McDonald's in Queensland and the Northern Territory. It had the business in all other states and territories and had been vying for the final portion of the business, which sat with rival UM for the last 15 years.

The move to create more bespoke shops for clients has been growing. In February last year Westpac removed its media buying business from MediaCom. However, the account, thought to be worth as much as $70 million, stayed on the GroupM balance sheet as a bespoke agency, solely for Westpac, was instead launched.

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