TBWA and Hakuhodo today announced the formation of G1 Worldwide, a joint venture created to service global advertising communications for Nissan Motor Co. Ltd.

The formation of G1 Worldwide represents a major component of Nissan Revival Plan (NRP), announced last fall by Carlos Ghosn, president, Nissan Motor Co. Ltd. The NRP specifically calls for the management of the Nissan brand convergence globally, with one agency partner to deliver a coherent global brand message.

G1 will be managed as a global operation, with its headquarters located in Tokyo. Worldwide operational authority resides with Robert LePlae, president/chief executive officer of G1 Worldwide.

LePlae moved to G1 from TBWA/Chiat/Day, where he was managing director, heading the Nissan and Infiniti accounts. Takashi Ohashi, formerly general manager of the second account division within Hakuhodo, will serve as G1 Worldwide chairman.

G1 Worldwide will work with Nissan's newly established global marketing organization in Tokyo led by Senior Vice President of Global Marketing Jean-Jacques LeGoff.

In speaking for Nissan's support of G1 Worldwide, LeGoff said: "The formation of G1 Worldwide marks the first time that an agency has developed a partnership with an auto manufacturer that extends globally and includes Japan. G1 Worldwide is a key component of our brand strategy team and will play an integral role in the development of our `one brand, one voice' message."