Infiniti names Union AOR

The Toronto shop will handle advertising, social media and global adaptation in partnership with sister shop CP+B.
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It’s a new year, and Union’s got a new client. The Toronto-based ad shop has picked up Nissan’s luxury brand Infiniti as part of a collaboration deal with U.S. sister agency CP+B.

Union picked up the account late last year, and will work on local advertising and social media, as well as global adaptations and retail for the brand’s entire business across Canada in both French and English. The account was previously held by TBWA\Toronto in Canada and TBWA globally since the 1990s, according to a report in AdAge. CP+B grabbed the account back in October following a competitive review.

Union formed in 2012 after CP+B Canada dissolved. Union and the U.S. office of CP+B, both MDC Partners agencies, still share a number of clients, including Kraft and Best Buy.

In August, Union announced it was buying sister shop Trapeze to help add bodies to the agency, bringing the shop’s total employee count to 100. Part of the effort was to compete for larger clients against larger agencies, said Subtej Nijjar, president of Union, at the time.

The agency has since hired a few folks to help with the new account, but Nijjar says the core team was already in place, adding that this is one of the shop’s biggest three clients.

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