Something called the Reputation Institute, which represents ‘reputation managers,’ has produced a survey of the world’s most reputable companies based on soundings among consumers in 15 large countries. Reputation is defined by the level of ‘trust, admiration, respect and good feeling stakeholders have towards a company.’ And upscale German carmaker BMW sits proudly on top [...]
BMW is instituting a radical transformation of its advertiisng strategy – going from ‘gong gong’ to ‘dong dong’ at the end of its ads. Yes, you read it here first – unless you read it first on Brand Channel, which reports the company’s guff-laden rationale in full. Here’s (some of) what BMW says: “The melody [...]
PSA Peugeot Citroen is a company that could do with a bit of help just now, it’s just reported a record €5bn loss and, with 60 per cent of its cars sold in the EU, must be praying that the anticipated economic recovery in Europe does indeed come to pass. One of the problems Peugeot [...]
Lord Leverhulme of Lever Brothers fame is credited with saying “Half of my advertising is wasted, the trouble is I don’t know which half.’” Applied to car advertising I would venture it is more like 70/30. Jerry Judge has written an interesting piece here regarding the approach most car manufacturers take advertising their products. Jerry’s [...]
Running footage. That’s what they call those shots in car ads where the car slips around impossible, sunny s-turn bends. It’s usually shot through a distorting lens to make the car look lower, slimmer, faster – better. But only better if you live life looking through a weird lens. Car clients love this footage because [...]
Car companies are always producing ‘concept’ cars and sometimes that’s all they are: something to wow the crowds at the next big motor show. But petrolhead marketers seem to have discovered retail recently, opening digital stores as opposed to showrooms as Audi has in London and elsewhere. BMW is busy taking its Born Electric Tour [...]
It’s not true that Britain’s ethnic minorities don’t spend, behave the same as whites and are too hard to target. So says the UK IPA’s latest report on ethnic diversity published today on which examines the rapidly expanding multicultural landscape of the UK and highlights common misconceptions. Based on a compilation of academic and third-party [...]
Giant UK mobile company Vodafone has fallen out with brand director Clare Sheikh (who says she’s consulting her lawyers) and replaced her with Barbara Haase from German consultancy Brand Plantation. Haase is a former brand director of BMW-owned Mini and was brand boss at Vodafone Germany between 2003 and 2008. Vodafone CCO Morten Lundal, to [...]
Getting your money back from the London Olympics is a poser for all the sponsors (BMW has said it probably won’t repeat its £300m investment at the next Games in Brazil) but Procter & Gamble seems to be scoring with its ‘Moms’ campaign from Wieden+Kennedy Portland. This one, ‘To their moms they’ll always be kids,’ [...]
Gentle humour, good casting and clear storytelling are a compelling combination in any ad and there seem to loads of new ones in the US deploying this holy trinity. Here’s one from new(ish) BMW agency Kirshenbaum Bond Senecal for its ‘Ultimate Service’ offer. For years, of course, the running joke about any German car is [...]
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