Former Reuters journalist launches Nissan media center

The carmaker’s Japan-based global media creates video and text to spread its brand and message.

An eight-minute video featuring interviews in Japanese with automobile engineers and a test driver might not seem destined to become an Internet hit.

But after earning nearly 75,000 views and pickups in auto blogs, the footage of Nissan’s zero-emission Leaf Nismo electric race car is a success—and a hint of things to come from a new journalistic-style communication strategy.

Nissan is spending this summer powering up a global media center under the direction of 17-year Reuters veteran Dan Sloan. The automaker has raided Reuters, Bloomberg BusinessWeek and other media for journalists to tell its story in words and video. One of its staffers has won three Emmys.

“By the end of August,” Sloan says, “in this building, on the 10th floor in Yokohama, the headquarters, we’re going to have a full-fledged global interactive studio and newsroom from which we can do pretty much anything we want.”

Staff of 10

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