STRONG SALES TO HISPANICS SPUR NISSAN SEARCH
By Gregory Solman

LOS ANGELES Nissan Motors America's "explosive growth" in car sales to Hispanics triggered the agency review now under way [Adweek online, June 21], said Jon Cropper, senior manager for youth and urban communications at the automaker.

The sales, said Cropper, led Nissan to re-examine its relationship with its Hispanic agency, independent Ornelas & Associates in Dallas and Santa Monica, Calif. "I credit Ornelas with speaking to discrete audiences with honesty and intimacy," he said. "That's why they have been invited to defend in the review. But we felt this is a good time to examine our options. We need an agency to develop and grow with us."


"We are proud of the creative we have done," said Victor Ornelas, agency president and CEO. "Some of our work has even aired in the general market." Such work on the estimated $30 million account includes two executions in the "Life" campaign for the Nissan Altima, and "Wild Card" and "Expressions" for the Frontier truck.

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