Infiniti Taps CP+B For Global Advertising
Crispin Porter + Bogusky, better known as CP+B, has been named the new advertising agency for Infiniti’s global campaigns. The multinational advertising and digital agency replaces TBWA, and will now be responsible for all campaigns done for the luxury auto brand in markets such as Canada, the United States, and China.
China will be of particular importance to both Infiniti and CP+B, as the agency will be opening an office in Shanghai in order to better attract “young-minded premium consumers” in the world’s largest market for cars. This marks a huge step for the relatively small agency, which is perhaps best known for the absolutely amazing “Grey Poupon: The Lost Footage” campaign that aired two years ago during the Super Bowl.
Infiniti is looking to continue its brand influence in China after announcing a joint venture with Dongfeng in September and revealing the Infiniti Q50L (long wheelbase version) at the 2014 Chengdu Auto Show. The Q50L will also mark the first model that Infiniti will build within China, with production planned to begin sometime soon at the Xiangyang factory in Hubei.
Infiniti VP of global marketing Vincent Gillet told AdWeek that the automaker was bowled over by CP+B’s pitch, and that they “went the extra mile” to win Infiniti’s business.
Now that everything is set in stone, CP+B and Infiniti can get to work on their first campaign together—a push for the Infiniti Q30 that is due to hit next summer in Europe before finding its way stateside and elsewhere.
Key to the success of the partnership, Gillet says, is the ability to find a unique voice to rise above the rabble. He seems to think that the angle practically writes itself: “In our case, it’s just, ‘Tell me who you are.'”
News Source: AdWeek