LONDON--Nissan is looking to improve its profile in Africa by boosting PR agency support across the continent.
The Holmes Report understands that the Japanese carmaker has invited a handful of agencies to respond to a brief that focuses on its key African markets, including South Africa, Nigeria, Ghana, Angola and Kenya.
It is thought that the company is aiming to bolster its brand among Africa's emerging middle class. The company is hoping that rising demand from emerging markets will help it reach a global market share of eight percent by 2017, and has revived the Datsun brand to help it achieve this goal.
In South Africa, Nissan's operational hub in Africa, the carmaker's market share has grown to around 10 percent. The company is considering rolling out the Datsun marque in Africa, where it is expected to appeal to cost-conscious buyers.
Last year, Nissan hired Ketchum to handle corporate PR support across Europe.
A Nissan spokesman confirmed the search, but noted that it was too early to provide further details.