Autoblog

GM pulls advertising from next Super Bowl after Facebook exit

Jonathon Ramsey — Mon, 21 May 2012 08:59:00 EST

The overhaul of General Motors' marketing battle plan isn't finished. The Wall Street Journal reports that Joel Ewanick, GM's global marketing chief, is giving the brand a hiatus from Super Bowl advertising, believing it's just got too expensive and that variety is called for. Thirty-second spots for next year's big game are projected to cost $3.8 million.

The development comes quickly after GM decided to stop buying ads on Facebook citing a lack of effectiveness (to which Ford responded), and comes during a year of realignment efforts throughout the company: a global review of accounts began earlier this year and some were quickly let go, a brand new agency was created for Chevrolet and set up shop in Detroit, and personnel are being realigned.

The General's global ad spend in 2011 was $4.7 billion, and word is that GM doesn't plan on spending less, it only wishes to spend better - Ewanick says the changes made so far will net the company $2 billion in savings over the next five years. It's clear he's looking to unlock more efficiencies; observers say that GM is also trying to improve its ad performance overseas and find better ways to reach demographics that have migrated in all directions and to all media.

GM pulls advertising from next Super Bowl after Facebook exit originally appeared on Autoblog on Mon, 21 May 2012 08:59:00 EST. Please see our terms for use of feeds.

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The 'Ultimate Driving Machine' is back

Jeff Sabatini — Wed, 11 Jan 2012 19:30:00 EST

Filed under: Car Buying, Marketing/Advertising, Videos, BMW

No matter what you think about the BMW brand or its vehicles, you've got to admit that it's got the greatest slogan of any car company, ever. "The Ultimate Driving Machine" is one of those timeless phrases that ad execs dream about and companies pay millions to come up with.

According to The New York Times, the best-selling luxury brand in the U.S. will again be embracing the phrase, formerly just its tagline, but now BMW's slogan. (What's the difference? We'll have to ask Don Draper and get back to you.) More importantly, the German automaker has ditched its "Joy" campaign, that touchy-feely series of ads that downplayed the brand's enthusiast appeal in favor of lots of smiling, happy people. According to the report, BMW will be introducing 14 models in 2012, its biggest-ever product rollout, hence the need to launch a new series of ads with an overarching theme. Not that "Joy" didn't work, but we're much happier seeing BMW's sliding sideways on a track than people jumping into their cars.

The first ad, from the company's new agency, Kirshenbaum Bond Senecal & Partners, debuted during the NFL playoffs this past weekend, and featured a rather clever voiceover saying, "We don't make sports cars. We don't make SUV's. We don't make hybrids, and we don't make luxury sedans," then paying it off with, "We only make one thing: The ultimate driving machine."

Bravo, BMW.

Click past the jump to see the new commercial.

Continue reading The 'Ultimate Driving Machine' is back

The 'Ultimate Driving Machine' is back originally appeared on Autoblog on Wed, 11 Jan 2012 19:30:00 EST. Please see our terms for use of feeds.

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Lincoln getting its own ad agency?

Jonathon Ramsey — Mon, 19 Dec 2011 18:02:00 EST

Filed under: Marketing/Advertising, Lincoln, Luxury

Assuming the Mayans were not correct and there will still be a world in 2013 where people buy cars, Lincoln plans to be there commencing its rebirth: the 2013 MKZ overseen by Max Wolff will be the first model to reset the Lincoln brand. When there's a new story to be told, one often finds a new storyteller, so it's no surprise that Ford is setting up a "luxury-oriented boutique agency" in New York to handle Lincoln exclusively.

The unnamed firm is being assembled in conjunction with Team Detroit, the agency currently overseeing Ford and Lincoln. Heading it will be luxury-car consultant Cameron McNaughton as president with creative duties spearheaded by Chief Creative Officer Jon Pearce, a veteran of ad firm Bartle Bogle Hegarty.

Intriguingly, the New York branch will be a small ship, just 45 people running account management, creative development, media and strategic planning. Other disciplines like creative production will remain with Team Detroit in Dearborn. From this far out, it looks like they could have a team with right backgrounds; we'll find out soon enough if they can put it all together in the right way - perhaps they can start practicing by lowering the average age of the current MKZ buyer...

Follow the jump for a press release regarding the new agency.

Continue reading Lincoln getting its own ad agency?

Lincoln getting its own ad agency? originally appeared on Autoblog on Mon, 19 Dec 2011 18:02:00 EST. Please see our terms for use of feeds.

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"Chevy Runs Deep" campaign to stick around

Chris Shunk — Mon, 24 Oct 2011 10:27:00 EST

Filed under: Marketing/Advertising, Chevrolet, GM

When General Motors announced that the ad agency in charge of Chevrolet was up for review, the speculation was that its "Chevy Runs Deep" ad campaign could be on the ropes after only one year. Critics say "Runs Deep" doesn't have the impact of previous campaigns like "See the USA in Your Chevrolet," "Heartbeat of America" and "Like a Rock," but GM apparently doesn't doesn't see it that way.

The General has reportedly informed Advertising Age that the creative review of Goodby Silverstein & Partners is all about reducing complexity and cutting costs. GM spokesman Tom Henderson is quoted as saying that the review "is consistent with GM's push to reduce complexities across the business." Henderson reportedly added that GM hopes to "make a decision on a way forward, concurrent with a decision on our media-buying and planning review, by the end of this year."

The new year at GM may or may not come without Goodby Silverstein & Partners, but it looks like we can expect the "Runs Deep" campaign in 2012 and beyond.

"Chevy Runs Deep" campaign to stick around originally appeared on Autoblog on Mon, 24 Oct 2011 10:27:00 EST. Please see our terms for use of feeds.

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Fake Kia ads cause uproar, get creatives banned from Cannes

Jonathon Ramsey — Mon, 25 Jul 2011 08:59:00 EST

Filed under: Marketing/Advertising, Crossover, Kia, South America

First, Kia Motors Brazil disavowed the ads done in its name by Brazilian agency Moma Propaganda, and now, the Cannes Lions International Festival of Creativity is doing the same. If you'll remember, some creatives at Moma put together a rather suggestive, comic diptych to advertise the dual-zone climate control in the Kia Sportage. The ads got people everywhere rather hot - and not in a good way - and the automaker quickly went on record saying that it didn't commission them.

The ads won two Cannes Lions earlier this year - basically, the Oscars of ad agency awards. Responding in its own way to the 'revelations,' the Cannes overseers stripped the five credited creatives of their awards, and banned all five of them from participating in next year's festival. It is the first time in its history that such an action has been taken.

This has nothing to do with Kia Motors America, only Kia Motors Brazil, and the 'ads' never actually ran. They appear to have been created just to win Lions, which is perhaps why Kia Motors Brazil didn't distance itself until after the festival. Or, perhaps not, since according to Ad Age, even after having its name (quite unfairly) associated with the word "pedophilia" for a month now, the Korean firm remains a client of Moma.

Fake Kia ads cause uproar, get creatives banned from Cannes originally appeared on Autoblog on Mon, 25 Jul 2011 08:59:00 EST. Please see our terms for use of feeds.

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BMW shopping for a new ad agency. Oh, Joy!

David Kiley — Tue, 29 Mar 2011 16:32:00 EST

Filed under: Marketing/Advertising, BMW

BMW of North America is beginning a review for its $150 million U.S. ad account, the company said on Monday. The decision comes after a tumultuous six months for the company, having lost its long-time marketing executive, Jack Pitney,to a tragic accident last October and then parting with its former agency last Fall.

BMW is in the midst of an aggressive product onslaught in the next two years as the Munich-based company is trying to grow its business globally, as well as in the States.

The company had used GSD&M, an Austin, Texas-based ad shop until last November. Since then, it has been getting ad work from Kirshenbaum, Bond Senecal + Partners, NY, which created BMW's Super Bowl ads this year. Kirshenbaum had been the runner-up to GSD&M when BMW last reviewed its ad account in 2005, and had been doing the company's CRM work the last five years as well.

BMW's ad work has been the subject of much chatter and even controversy in the last year or so as the company played down its long-running "Ultimate Driving Machine" positioning in favor of a "Joy of Driving" idea. The "Joy," positioning is closer to the BMW brand strategy around the world, as the idea translates into most languages. "Ultimate Driving Machine" apparently doesn't translate into most languages.

BMW sales are holding up in the recession. The company was the number-two luxe brand in 2010, just ahead of Mercedes-Benz and just behind Lexus. But the company has been spending more on price discounts channeled into lease deals and financing discounts.

There are a number of ad shops likely to get a look: Kirshenbaum, Bond Senecal to retain it; The Martin Agency, Richmond, Va.; BBDO, NY (Creative chief David Lubars was creative director at Fallon Worldwide when that agency had the business and created BMW Films, among other great work for the carmaker); Crispin Porter + Bogusky, Miami; and Publicis, NY.

BMW shopping for a new ad agency. Oh, Joy! originally appeared on Autoblog on Tue, 29 Mar 2011 16:32:00 EST. Please see our terms for use of feeds.

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Just-hired GM marketing head Ewanick already stirring the pot?

Sam Abuelsamid — Fri, 21 May 2010 08:33:00 EST

Filed under: Marketing/Advertising, Cadillac, Chevrolet, GM

It seems a pretty safe assumption that if Joel Ewanick agreed to join General Motors as its Vice President of Marketing after less than two months in the same job at Nissan, he must have been promised a lot. Specifically, he was probably given complete control over everything marketing related for all four remaining brands at GM. If so, it appears that Ewanick is jumping in with both feet. It was only a few weeks ago that Chevrolet announced that it was moving its advertising account away from Campbell-Ewald after 91 years and now Advertising Age is reporting that the old agency may be back in the picture - although likely in a lesser capacity.

The agencies involved with Chevrolet business haven't even figured out who was being hired and laid off yet, and already Ewanick is indicating that everything is changing again. If Chevy is up for grabs again so soon, the recently awarded Cadillac account could be opened up again as well. While the opportunities are huge for gaining new business, we foresee a lot of sleepless nights ahead in the coming weeks for ad agencies hoping to do work for GM.

[Source: Advertising Age]

Just-hired GM marketing head Ewanick already stirring the pot? originally appeared on Autoblog on Fri, 21 May 2010 08:33:00 EST. Please see our terms for use of feeds.

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VW chooses Deutsch LA as its new ad agency

Jonathon Ramsey — Mon, 26 Oct 2009 07:01:00 EST

Filed under: Marketing/Advertising, Volkswagen

Chrysler, Cadillac, and Chevrolet aren't the only folks looking for new advertising agencies on the assumption that, to quote GM CEO Fritz Henderson, "We can do better." For the last four years Crispin, Porter and Bogusky has attended to Volkswagen's advertising needs, bringing us moments like the return of the "Rabbit" name, that talking black Beetle, the "Find Your Fast," "Unpimp Mein Auto," "Meet the Volkswagens" and Brooke Shields hawking Routans.

Now it's the turn of Deutsch LA, who won VW's print and digital business. VW has just 2% of the U.S. market, which is about half a percent higher than when Bogusky took over, but they desperately want to get that higher and they'll be showering $200 million on Deutsch LA to make that happen.

Deustch LA's last automotive account was Saturn, and we'll assume the reason we can't remember a single Saturn commercial is due to GM's lack of ad creativity, not the agency's. VW is known for its willingness to go bold with campaigns, so we look forward to seeing what Deutsch can do.

[Source: Brandweek]

VW chooses Deutsch LA as its new ad agency originally appeared on Autoblog on Mon, 26 Oct 2009 07:01:00 EST. Please see our terms for use of feeds.

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Chevrolet follows Cadillac into the advertising agency review breach

Dan Roth — Thu, 22 Oct 2009 13:58:00 EST

Filed under: Etc., Marketing/Advertising, Cadillac, Chevrolet, GM

Some loyalties run deep in Detroit, take Chevrolet's relationship with its advertising agency. Campbell-Ewald has been urging people to buy bowties since 1922, when a single magazine ad contained more words than a BMW press release. Chevrolet's account is huge, and the automaker is not looking to make a clean break from its long-time agency, the layer-cake of ongoing efforts is far too tall for that. What's most likely to happen is that Chevrolet will accept outside pitches from hungry, creative operations.

The acceptance of outside solicitation will help keep C-E on its toes, as well. Names of well known agencies have been tossed about as supplemental providers, but with so many other auto brands reviewing their contracts with their respective agencies, including Cadillac, some of the best companies might have a problem pitching yet another player at this point. Since these tertiary players aren't expected to take on full agency roles, it bodes well for small shops worldwide. Time to head to your basement and get storyboarding; it could be you doing the next viral campaign for the Malibu. Just don't create fake stalkers or anything.

[Source: Business Week]

Chevrolet follows Cadillac into the advertising agency review breach originally appeared on Autoblog on Thu, 22 Oct 2009 13:58:00 EST. Please see our terms for use of feeds.

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Take my ad account, please! Ford puts job of marketing Focus up for grabs

John Neff — Tue, 12 Jun 2007 16:24:00 EST

Filed under: Budget, Marketing/Advertising, Ford

We would rather be tasked with reversing the downward tug of gravity than take on the ad account for the 2008 Ford Focus. The Blue Oval has announced that the account may not be handled by its usual agency, JWT Detroit, and that it's searching for a brave new agency to take on the daunting task of selling the redesigned Focus. JWT Detroit will bid for the account, but sources say Ford would like at least two outside agencies with fresh ideas to also compete for the job.

We were harsh on the 2008 Ford Focus mainly because the car's new styling leaves a lot to be desired. To be blunt, the designers turned the attractive styling of the original Focus that had survived a couple evolutions into a mess of creases, curves and fake vender vents the likes of which we haven't seen since the Saturn ION first arrived. Nevertheless, the new Focus will be significantly lighter than the outgoing model, which should help handling and fuel ecomony; the new SYNC interface developed with Microsoft is supposedly a serious piece of tech; and a coupe body style is being offered in place of the three- and five-door hatchback.

So the 2008 Ford Focus does have positive attributes on which an ad agency can focus its campaign. Nevertheless, it still looks the way it does, which any ad agency worth its weight in pop up ads knows will be extremely difficult to sell.

[Source: Automotive News - sub. req'd]

Gallery: 2008 Ford Focus

Take my ad account, please! Ford puts job of marketing Focus up for grabs originally appeared on Autoblog on Tue, 12 Jun 2007 16:24:00 EST. Please see our terms for use of feeds.

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As the ad world turns: Male activist group pesters Volvo to portray fathers better

Dan Roth — Fri, 02 Mar 2007 06:57:00 EST

Filed under: Etc., Marketing/Advertising, Volvo

Poor Arnold Worldwide. They were mining advertising gold for Volkswagen in the late 1990s with clever spots and print ads. Apparently the relationship went cold, and VW moved on. There was much wailing and gnashing of teeth in Boston, but now, Arnold has found themselves in the crosshairs of father's advocacy groups as they vie for Volvo's ad money.

Arnold is in contention to win the $150 million account for Volvo's advertising, but they're drawing fire for past work that's denigrated fatherhood. Men's-issue advocate Glenn Sacks is leading the charge, along with the groups HusbandsandFathers.org and Fathers and Families. Sacks cites Arnold's recent work for clients such as Fidelity and Verizon as evidence the advertising agency is "anti-father."

For its part, Arnold has been dragged in far enough for CEO Fran Kelly to rebut Sacks's claims and point out that the client has the final say on any creative before a campaign leaves the concept stage. It must be a little bewildering. One day, you're sitting there in the Pru, doing your agency thing, and the next thing you know, they're outside with a cauldron and pitchforks. While Sacks has a point that portrayals of fathers on television is a caricature at best, most of what's on the tube is hyperbole. The efforts of these advocacy groups may be better directed at the brands and companies that are approving the campaigns that offend. With a little sensitivity training, the end customers may start making more considered decisions. We won't be holding our breath, but hey, it could happen.

UPDATE - Volvo has provided us with a statement regarding its current ad agency search:

"Volvo has four outstanding agencies vying for its advertising account, and it is our intention to select the agency that we think has the best understanding of our brand, the best creative and that can best communicate our brand and product attributes to the public. In the end, Volvo will be the ultimate decider on the advertising that reaches the airwaves or the printed page."

[Source: Automotive News - sub req'd]

As the ad world turns: Male activist group pesters Volvo to portray fathers better originally appeared on Autoblog on Fri, 02 Mar 2007 06:57:00 EST. Please see our terms for use of feeds.

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