It is uncommon — however not unparalleled — for comms leaders to get promoted into high-ranking advertising and marketing roles. It occurred in November 2020 within the automotive sector when seasoned PR professional Tara Rush was elevated to chief advertising and marketing officer at Audi of America, moving up from chief communications officer.
Infiniti is portraying the promotion as an outside-the-box decide meant to capitalize on Orthman’s expertise as an “advocate for diversity and inclusion, lifestyle storytelling and digital media.” Such traits have gotten extra necessary contained in the automotive sector. Car manufacturers are infamous for big-budgeted TV campaigns, however quick-moving social media campaigns are taking up new relevance as manufacturers modify to the media habits of youthful patrons.
“Infiniti is a brand born to defy conventions and Wendy has a flair for big, convention-breaking ideas. With this change, Infiniti is once again making a daring statement by truly integrating marketing, social and communications into one vision,” Olga Filippova, divisional common supervisor for Infiniti’s world brand, gross sales and advertising and marketing, mentioned in a press release.
Orthman will report back to Filippova, in addition to Infiniti Chairman and Senior VP Peyman Kargar.
Infiniti’s world advertising and marketing is dealt with by Publicis Groupe, which won the account in March.
Infiniti, like most auto manufacturers, has seen gross sales slide because of provide points stemming from the continuing microchip scarcity. The brand’s U.S. gross sales plummeted by 39 % within the third quarter, according to Automotive News.