Nissan's umbrella advertising shop Nissan United wants to keep the automaker's message consistent in all of its markets, said Nissan United President Jon Castle. That means aligning people from TBWA Worldwide and its units with Nissan's in-house marketing staff and people from Zimmerman Advertising, Nissan's dealer agency. "The strongest brands are the ones that have a significant amount of consistency wherever you go," Castle said.

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