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Acura to Unleash Super Bowl Spot

Kia also signs on for pricey ad spot.

by on Dec.10, 2015

Acura is planning a high-profile kickoff for its new NSX: a commercial during Super Bowl 50 in February.

Super Bowl 50 in February is expected to attracted more than 100 million viewers and with the economy stable the price for the television spots to record levels.

The cost of a 30-second ad slot during Super Bowl 50 has climbed to $5 million, according to CBS, which holds the broadcast rights for the 2016 game. The fees are up 11% from last year’s game between the Seattle Seahawks and New England Patriots, which brought NBC $4.5 million for a 30-second spot.

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But the rising prices haven’t deterred automakers, such as Acura and Kia, which have stepped up to purchase time on the Super Bowl broadcast. (more…)

GMC Readying New Advertising Campaign

Brand moves away from commercial bent in ads.

by on Mar.02, 2015

GMC unveiled a series of three new commercials featuring a new focus for the brand.

For the first time in 15 years, GMC will no longer just be “professional grade” as the brand begins fleshing its long-standing advertising pitch. The new campaign, which features three new ads, moves to elevate the visibility of the brand while helping to better define it.

Duncan Aldred, GMC vice president of sales and marketing, said the new campaign is part of a coordinated product and communication effort that will double GM’s investment in the GMC brand over the next decade and, hopefully, grow sales.

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The product initiative will focus on the consumer side of the brand – including the luxury Denali sub-brand – rather than on the commercial side of the business, which had been GMC’s bailiwick prior to the truck and sport utility vehicle boom of the 1990s. (more…)

Marty’s Marketing Minutia: The Super Bowl of Excess

Automakers likely to spend $72 mil to pitch football - and ad - fans.

by on Jan.31, 2014

Volkswagen is just one of several automakers advertising during this year's Super Bowl at a cost of more than $72 million.

Two days from now in an example of profligate marketing, Audi, Chevrolet, Ford, Hyundai, Jaguar, Kia, Toyota, Volkswagen and others will expend an estimated $72,000,000 – yes, that’s seventy-two millions of dollars – to run their latest 30-second commercials on the Fox broadcast of the 48th Super Bowl. Which means the time is costing $130,000 per second.

Oh, and did we mention what Chrysler is likely to be investing if, as TheDetroitBureau.com has reported, they go ahead with another two-minute spot featuring the legendary Bob Dylan?

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Add to this bare bones (ha!) media buy the cost of creating and producing these mini-movies. We’re talking sets, crew costs above the line and below the line, talent fees, editing, post production, travel, craft services, drivers, misc. incidentals, guaranteed residuals, special music and computer generated graphics. Add that in and you’re talking chump change in the neighborhood of $750 thousand to $1 million for each commercial, or anywhere from $18 to $25 million overall. (more…)

Marty’s Marketing Minutia:

Hellos, Farewells, and Hail Hearties

by on Apr.01, 2011

David E. Davis, photo courtesy Martyn Goddard.

DED, Jr., RIP

As others, far more literate than I, have written and attested these past sad days of remembrance, David E. Davis, along with his automotive accomplishments, was the epitome of a bon vivant, raconteur and boulevardier, the personification of the Renaissance man and a damned good friend.

David E. and I first met at Campbell-Ewald in the early ‘70’s when he was the creative director and I was a suit but we hit it off. He suffered all suits poorly. So I must assume he took pity on me. If DED didn’t like an interoffice memo one of two rubber stamps would be stamped and returned. One said Bull Shit the other Don’t Patronize Me. Wish now I’d saved mine.

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After both of us moved on to entrepreneurial endeavors, our paths seldom crossed but were highlighted when we met in London at Turnbull and Asser while both of us were ordering shirts. Then, ten years ago, after my first ad review column appeared in Automotive News, he called complimenting me on the new career. And thus began a regular series of lunches and dinners in Ann Arbor to discuss today and tomorrow but seldom sad or bad yesterdays along with tidbits about good friends, former colleagues, superb wines, great cars and the wonders of bespoke clothing and fine shirts.

 

Along with countless others I will miss him.

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Zoom-Zoom…Gone

Mazda yanks ad account despite long-running success.

by on Jun.21, 2010

Mazda is zoom-zooming from Doner to Team Detroit/WPP.

Though it is credited with creating one of the industry’s most credible marketing campaigns, the independent Detroit-based ad agency, Doner, has learned that nothing is permanent in the automotive world.

Doner has been notified it will lose the multi-million dollar Mazda ad business, an account that the suburban agency put on the map with its Zoom-Zoom theme.

After a lengthy review, the California-based Mazda subsidiary is moving to another Motown agency, Team Detroit/WPP.  It is unclear whether the Zoom-Zoom campaign will continue or be replaced by a new slogan.

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Marty’s Marketing Minutia

by on Mar.05, 2010

BMW launches new campaign based on the “joy” of driving

The recent launch of the new 5-Series will be complemented by the debut of the BMW ActiveHybrid 5 at the Geneva Motor Show.

BMW sings an ode to "Joy" in a dramatic shift in advertising campaigns.

BMW’s slogan “The Ultimate Driving Machine” has been part of the brand’s DNA since 1974, according to Dave Kiley’s book Driven, when the Ammirati &Purvis ad agency pitched it to the BMW execs in Munich (including Bob Lutz) in their new business presentation that won them the account.

A phone call from a public relations person alerted me to a hot release headed my way about the new BMW campaign, “the joy of driving,” from the brand’s worldwide agency GSD&M.  Joy, but considering the long history of “Ultimate Driving Machine,” perhaps shocking is an equally applicable term.

In a subsequent phone interview with Jack Pitney, vice president marketing of BMW, prompted my first question “Are you giving up the Ultimate Driving Machine slogan?”  Pitney, who was home sick in bed answered rather hoarsely “We are not giving up the best, longest running automotive slogan ever written: The Ultimate Driving Machine. Our research showed the time was right to move to softer, more personally involving advertising communications.”

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That’s how our conversation began about the new ad campaign.  Here a few excerpts from that conversation.

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Ad Age Dumps Detroit Coverage

Veteran correspondent Jean Halliday “downsized.”

by on Jan.12, 2010

Like a sinking ship, the pieces of the Detroit ad community have been breaking off and plunging beneath the waves, in recent months.  After losing the Chrysler account, BBDO closed its Detroit office.  Chevrolet has pulled a large chunk of business away from its long-time partner Campbell-Ewald and could cut the ties entirely.

What’s left?  Well, even the publications that long covered the Detroit ad community in detail seem to be giving up.

At a Detroit Auto Show event, the resident rumor was, “Have you heard that Jean Halliday is no longer with Ad Age?” Dumbfounded I had not.  But upon checking learned that the long-time Advertising Age journalist was cut, after 13 years, along with three other reporters.

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Chevy Advertising Now Up For Grabs

Campbell-Ewald will now have to bid for each campaign, though it remains official "agency of record."

by on Dec.18, 2009

Campbell-Ewald will have the Chevrolet Silverado ad business, but loses Malibu, Terrain and Equinox, three growing product lines.

Campbell-Ewald will have the Chevrolet Silverado business, but loses Malibu, Terrain and Equinox, three growing product lines.

Though it officially remains the “agency of record,” Detroit ad agency Campbell-Ewald has just been dealt a devastating blow by Chevrolet, the huge automaker with which it has partnered for eight decades.  The decision could cost the agency hundreds of millions of dollars in the next year alone.

Coming out of its bankruptcy, mid-year, GM officials warned they were going to rethink that long-term relationship, which meant CE could lose some, possibly all of an account that has, in peak years, generated business industry insiders estimate at more than $1 billion a year.

After the proverbial “extensive review,” Chevy has notified Campbell-Ewald it will retain the agency of record title, and will continue to handle the giant brand’s retail business, but the most lucrative work, developing, creating and managing Chevrolet’s national advertising campaigns is now up for grabs.

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Marketing!

The competing mega-ad agency Publicis has won the bidding for three of Chevrolet’s most important products, the Malibu sedan, and the Equinox and Traverse crossovers.  Campbell-Ewald will maintain the work on the Silverado and Silverado HD pickups, but in the current market, and looking towards the future, the truck side of the business is looking to steadily decline, experts note.  CE will also do “contextually relevant” work for Chevy’s ad presence during the upcoming Winter Olympics.

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New Chrysler Ad Contract to Universal McCann

Still more shake-ups in once staid Detroit ad world likely.

by on Dec.09, 2009

Chrysler is shaking up its ad agency accounts, hoping to do better than the disastrous Day One campaign that followed its sale from Daimler to Cerberus, several years ago.

Chrysler is changing agency accounts, hoping to do better than the failed Day One campaign following its Daimler sale to Cerberus years ago.

Its relationship with BBDO drawing to a close, Chrysler has announced it will turn over its media buying contract to Universal McCann next month.

An across-the-board shake-up, which is leading BBDO to close its offices in Troy, has led Chrysler to split up its nine-figure advertising budget.  McCann, a division of the ad giant Interpublic, is getting just a piece of Chrysler’s advertising and creative business.

Global Hue, an agency based in the Detroit suburb of Southfield, has picked up the business for the Jeep division – which just launched it’s “I Am Jeep” campaign.  Dodge Truck, now known as Ram, has gone to Dallas-based Richards Group.  And Chrysler has even sent some business abroad – borrowing and repackaging an Italian-made spot originally developed for Lancia, a division of Fiat’s new parent, Fiat.

Ad Insider!

Ad Insider!

“As a new company with a brand-driven focus, we are looking for agencies that can deliver unique ideas and solutions to help us better communicate with consumers,” Olivier Francois, Chrysler’s new, Fiat-appointed ad chief, said in a statement. “These changes will allow Chrysler greater efficiencies and flexibility in the use of its media across all four brands and at the retail level.”

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