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The Tombras Group | Agency Profile, Contacts, AOR, Client Relationships
Service: integrated
- Main Telephone
- (865) 524-5376
Primary Address
620 South Gay Street
Knoxville,
TN
37902
USA
The Tombras Group Contacts
Contacts (5/65)
Name | Title | State | ||||||||||||
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Taylor W. | Executive Producer | TN | ||||||||||||
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Ashley B. | Chief Client Officer | TN | ||||||||||||
Jeff B. | Chief Creative Officer | TN | ||||||||||||
Dooley T. | President | TN | ||||||||||||
Nigel C. | Chief Strategy Officer | TN |
Client Relationships
WinmoEdge
Male Opps: Nissan taps new CMO (Score 55)
Sales Lead: Effective March 2023, Marisstella Marinkovic is the US CMO at
- Marinkovic joined from Kia, where she was the director of marketing operations and strategy.
- She will now lead Nissan's following duties: marketing communications and media; data innovation and customer experience; brand value; customer trust and insights; and brand and product marketing.
- Marinkovic's work will support Nissan's NEXT transformation plan to build a stronger future for Nissan's American business.
- She succeeds Allyson Witherspoon, Nissan's incumbent CMO of four years, who now leads global marketing while based in Japan.
- This announcement comes on the heels of the launch of a new flat logo (see right).
- The company will likely:
- Shift strategy
- Continue increasing digital spend
- Conduct agency reviews
- Target demographic:
- Male Gen-Z and millennials, especially sports enthusiasts
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Nissan has allocated roughly $17.3m toward national TV commercials, a far cry from the roughly $45.1m allocated within the same 2022 timeframe.
- Last year: The automaker allocated around $169.9m toward this channel last year after allocating % more, around $201.7m, in 2021.
- 2023 ad programming: Nissan's 2023 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, College Basketball, NFL Football, College Football, and SportsCenter.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has spent approximately $20.7m on digital ads YTD, 22% more than the approximately $17m spent by this point last year.
- YTD data: Since the beginning of 2023, Nissan has earned around 1.9b digital impressions via Facebook (37%), desktop video (25%), YouTube (14%), Instagram (11%), desktop display (10%), and mobile display (3%) ads.
- The company has placed most of this year's desktop video ads site direct onto destinations such as missyusa.com (74%), Twitch, yahoo.com, backchina.com, and cbssports.com.
- Last year: In 2022, Nissan's estimated full-year spend decreased by 25% to $67.6m from that of $80.8m in 2021.
- Additional channel insights
- The company utilizes digital, print (magazines), local broadcast, Google Ads, Facebook, and TikTok ads, along with experiential activations.
- Nissan sponsors podcasts such as Something You Should Know, TED Talks Daily, Stuff You Should Know, Freakonomics Radio, and Armstrong & Getty.
- Additionally, the company invests in short-form DRTV.
- Nissan has very highly concentrated network TV coverage, and a campaign isn't likely soon.
Additional agency insights:
- Opportunity: Get on Marinkovic's radar in case her hire precedes agency reviews.
- Current agency roster:
Insight Sources: Broadcast insights estimated by .