The agency previously handled the account but had to repitch against two other agencies when Nissan reviewed the business.
Nissan previously marketed to dealers on a "one-size fits all" basis. However, Carlson has had its brief broadened to improve the car manufacturers' targeting. It has therefore analysed Nissan's database to create new customer segments.
Carlson will track the sales of Nissan parts to dealers and will be able to provide the automotive firm with accurate campaign return-on-investment information. The agency has also been briefed to handle creative work for the programme.
Nick Williams, Carlson's client development director, said: "Understanding the customer, particularly identifying customers with similar behaviours and needs, is key in business-to-business communication.
He added: "All communication will need to be relevant to these needs and have strong standout value. It is also essential we give the dealers every opportunity to develop relationships with their prospects by ensuring all marketing communications carry a strong call-to-action and relevant offers."
Nissan's consumer direct marketing account is held by Tullo Marshall Warren.
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