TBWA and Hakuhodo, moving to form one agency to work with Nissan MotorCo.'s new global marketing organization, Aug. 29 unveil their Tokyo-based joint venture, G1 Worldwide.

Robert LePlae,formerly managing director on the Nissan and Infiniti accounts atOmnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., becomes president-ceo of the new venture, while Hakuhodo's general manager, Takashi Ohashi, becomes G1 Worldwide chairman.

Mr. Ohashi will head HakuhodoG1 in Japan, while TBWA\G1 in North America will be headed by Michael Allen and TBWA\G1 in Europe will be run by CEO Philip Purdon.

The joint effort is a part of Nissan's "onebrand, one voice" revival plan announced last year by Nissan PresidentCarlos Ghosn.

G1 is owned equally by TBWA and Hakuhodo; G1's North American and European operations are 80/20 owned by TBWA and Hakuhodo, while G1's Japanese arm is 80/20 owned by Hakuhodo and TBWA.