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Infiniti picked CP&B after a competitive pitch that was run by Roth Observatory and also included Goodby Silverstein & Partners and Anomaly.

CP&B replaces TBWA as Infiniti's lead creative shop and will run the account from its office in Boulder, Colorado. The agency is charged with handling the car marque's brand and marketing planning, as well as creative development, in China, Europe and North America.

Vincent Gillet, the global marketing vice president at Infiniti, said: "Crispin Porter & Bogusky has a demonstrated ability launching and nurturing brands and is an excellent match for our mission: elevating Infiniti to be a global premium brand.

"Their strength in leveraging multiple communications channels made them the obvious choice as our marketing partner, and we look forward to their fresh thinking as we continue growing Infiniti’s stature."

Earlier this month, ±±¾©Èü³µpk10 revealled that CP&B was also discussing financial details with the BMW-owned car brand Mini after coming out on top in the final stages of a global pitch.

CP&B competed against Mother and The Via Agency in the Mini pitch.