In this Talks with Teads episode, Gareth Dunsmore, CMO of the EMEA region for Nissan, discusses how the brand is evolving its media strategy. From moving beyond “cost-per-lead” obsession to embracing the “challenger brand” mindset, Nissan is redefining how it connects with consumers in an increasingly fragmented and competitive electric vehicle landscape.
Key Interview Insights for Marketers:
The “Challenger” Mindset in a Crowded Market
Gareth notes that Nissan is shifting its focus from “convincing” people to buy EVs to proving why they should choose Nissan. By leaning into their legacy as electrification pioneers (dating back to the LEAF in 2011), Nissan is positioning itself as the trusted, experienced choice. The goal is to spark an emotional “Wow, that’s Nissan?” reaction, moving the brand away from tactical, conversion-only ads toward distinctive, emotive storytelling.
From the Performance Trap to Human Connection
Post-pandemic, the industry became fixated on the ease of measuring ‘cost per lead’ and ‘cost per sale.’ Gareth argues that this narrow focus can become a trap that blinds brands to the emotional drivers of purchase. Nissan is now working to rebalance its media mix—using short-form media to capture attention and investing in deeper, creative-led engagement to build the desire that ultimately drives performance.
AI as a Catalyst for Creative Agility
For Nissan, AI is less about replacement and more about speed. Gareth shares how the brand is using AI to compress time-to-market and iterate on creative concepts. By using AI to adapt content—such as localizing background scenery or tweaking product specs for different markets—Nissan maintains brand consistency while achieving the local relevance that resonates with consumers.
Media Strategy: Meeting the Consumer Where They Are
Nissan is shifting heavily away from linear TV toward CTV to gain better targeting precision. Gareth emphasizes the importance of “following the consumer.” Because many customers engage with Nissan online but don’t always leave a digital “trace,” the brand is prioritizing spaces where their target audience actually finds the brand relevant, rather than forcing a rigid digital journey.
Brand Safety as a Performance Multiplier
When asked about reconciling brand safety with performance goals, Gareth is clear: they aren’t mutually exclusive. By positioning the brand in premium, responsible editorial environments where consumers are already enjoying content, the creative performance naturally strengthens. Nissan’s strategy is simple: be where the consumer is happy to exist, and the performance will follow.
Looking Ahead
Nissan’s vision of Dare Beyond is about turning bold ideas into reality. By balancing the rational “why” of EV ownership with the emotional desire for the Nissan driving experience, the brand is successfully evolving its playbook to stay top-of-mind in a rapidly changing world.
For more conversations with industry leaders, explore the full Talks with Teads series.