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Posts Tagged ‘auto advertising’

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…)

Volkswagen Bringing its A-Game for The Big Game

Great ad can set the stage for entire sales year.

by on Jan.22, 2014

Volkswagen is ready for this year's Super Bowl ad campaign with its latest commercial.

Now that the Seattle Seahawks’ Richard Sherman is done yelling at San Francisco 49er Michael Crabtree, the focus of sports fans everywhere will be squarely planted on Super Bowl XLVIII on Feb. 2, and Volkswagen appears to be ready.

The game is perhaps the world’s biggest stage for advertising with 30-second ad rates costing $4 million. This year, Mercedes-Benz, Kia, Jaguar, Hyundai, Volkswagen and General Motors are all said to have purchased time.

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Much like the teams playing the event, companies work hard to make sure they’re bringing their A-game with their advertisements. The ads can be the stuff of legend: good and bad. (more…)

A “Merger of Equals”? Where’ve We Heard That Before?

Will Publicis -Omnicom ad agencies merger also go down in flames?

by on Jul.31, 2013

The new super-agency will handle a wide range of brands and products, including the new 2014 Toyota Tundra

“A merger of equals!” Seems there’s a certain familiarity to that corporate-speak-cliché, isn’t there? Based on the news coverage, analysis and punditry of the proposed merger between Publicis and Omnicon — already two of the world’s largest – ad agency groups — it’s going to work to the advantage of the involved corporations, its c-suite executives, their stockholders, stock option holders, platinum parachute beneficiaries  and others who believe bigger is better.

But what about the agencies’ clients? Especially the automotive clients.

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The individual holding companies can count among themselves is a blue chip list of big spending automotive customers. Toyota’s agency, Saatchi & Saatchi, is owned by Publicis, as is Leo Burnett which works for both Buick and GMC. Omnicom owns TBWA Chait Day, the shop that handles the Nissan account in the U.S. and internationally, while another Omnicom shop, Merkley+Partners, is the AOR – that’s agency-of-record for civilians — for Mercedes-Benz. Oh, and then there’s Volkswagen which, outside the U.S. is at the DDB shop which is also owned by Omnicom.  That’s a total of five of the top ten most prestigious auto brands in the world.

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Mahoney Named New Chevy Global Marketing Chief

Mahoney defied gravity – and recession – at VW and Subaru.

by on Feb.25, 2013

Chevy's new global marketing chief Tim Mahoney.

General Motors is reaching outside its ranks to bring in an outside fireman to help shore up marketing at the big Chevrolet brand – which suffered an unexpected decline in U.S. and global market share last year. Tim Mahoney, who helped both Subaru and Volkswagen defy gravity during the most recession recession, will become Chief Marketing Officer Global Chevrolet and Global GM Marketing Operations Leader, effective April 1.

Mahoney, who gave no sign he was preparing to leave Volkswagen of America, Inc. during appearances at the Chicago Auto Show earlier this month, has had something of a hot hand in the past five years during a recession-ridden era when car sales have been hurt by weak consumer confidence.

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For the past two years, Mahoney served as VWoA’s executive vice president and chief product and marketing officer, overseeing a wave of clever and creative advertising that finally helped the German automaker overcome years of inertia to chalk up the healthiest sales growth it has experienced in the U.S. market in four decades.

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Marty’s Marketing Minutia – Let the Game Begin

The Super Bowl Auto Ad Brawl Has Begun.

by on Jan.25, 2013

Mercedes offers a sexy sneak peek at the auto ad it plans for Super Bowl XLVII with Kate Upton.

The hype has begun. Super Bowl XLVII is still ten days away, but the mega-million-buck auto ad brawl is already underway as three of the eight deep pocket car advertisers pre-launch/pre-sell their new commercials to NFL fans!  The reason? Economics. And a numbers game.

At somewhere between $2.4 and $4.0 million per 30-second commercial this amounts to a helluva big expenditure for just one airing. But there’s an even bigger number, as over 115 million American viewers will watch the game February 3, some media mavens are predicting.

Until recently, advertising on the Super Bowl has been nothing more than putting up the game day spot and hoping, maybe, that it will trigger some Monday-morning quarterbacking around the water cooler — with polls and research adding some arguable, additional value. That was then.

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What’s become apparent is that a fairly large percentage of viewers are more interested in the commercials than the game itself. So, how to take advantage of that and extend the payback beyond just a game-day airing that is over in 30 seconds, whether a viewer was sitting in front of the TV or off grabbing something from the refrigerator?

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Marty’s Marketing Minutia – Auto Show Edition

Finding New Roads - and new customers.

by on Jan.11, 2013

Barbarians at the gate? The media hordes prepare for their annual assault on Detroit's Cobo Hall.

For years Cobo Hall, the venue for the North American International Automobile Show has been suspect. No matter how good the vehicles may be displayed with special lighting, the roof did leak, the rest rooms were awful, it was either too hot or too cold and exhibitors and media attendees alike were certain to come up with a vociferous array of complaints.

Result? A three-year, three-phase $270 million renovation and expansion is nearly complete, just in time for the show’s media preview days. There’s a new atrium overlooking the Windsor, Canada skyline and the Detroit River. The Wayne exhibit hall has had 25,000 square feet added and parking has been expanded by 500 spaces.

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Also good news is the relocation of the Michelin Media Center from the inconvenient third floor of  Cobo to Michigan Hall at river level. It’s located between the new three-story atrium, and the indoor Aisin Drive Green Experience test track. There will be more work spaces — 700 of ‘em –, hard line web connectivity, broadcast and photo centers and of course, a steady flow of coffee, refreshments and snacks.

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Marty’s Marketing Minutia – Special Triscadecaphobia Edition

by on Jan.04, 2013

The godfather of bad TV auto advertising, Cal Worthington, lives on.

We saw 2012 end with metaphoric skyrockets lighting the midnight sky for most auto marketers. Business was far better than expected. It was good, damn near great! Some auto advertisers were patting themselves on the back for their Super Bowl ads that went viral – viral all year! The consumer marketplace despite the on-going recession was in the car buying and leasing mood.  Result?

Single malts and champagne toasts along with the occasional long necks were raised in praise of the outgoing year along with great expectations and eager optimism for 2013.

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But in some corners of the automotive marketing, advertising, promotion and public relations world the future was at best bleak. There were more important new ad agency appointments in 2012 than ever before with many unplanned career changes and relocations for creatives, media and suits at every level. And there’s at least one big switch to come in the New Year with others rumored.

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Marty’s Marketing Minutia – Honda-Acura Edition

The ad agency games are on!

by on Dec.07, 2012

Is Honda getting the best possible creative work? That's what the review is intended to find out.

For decades – yes, decades – automobile clients were the backbone of many advertising agencies. Chevrolet was with Campbell-Ewald since the 1940’s. Gone under the brief but dramatic reign of global marketing czar Joel Ewanick. Cadillac was the cornerstone of McManus John and Adams (and various iterations) since the 1900’s as were its siblings Pontiac and GM Corporate. Gone like that, also by JE. Volkswagen began the trend of contemporary advertising with some legendary Beetle ads. But eventually, Doyle Dane Bernbach lost that business, too.

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In recent times BMW has changed agencies, as have Volvo, Porsche, Chrysler, Dodge, Buick, GMC, Mazda, Jaguar, Hyundai, Land Rover, Mini, VW, Saab, Fiat and a couple I can’t recall.  Billions of dollars in expenditures and income gone. It is a very tough and competitive business — and as we’ve just discovered, the Honda/Acura account could soon join that list.

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Marty’s Marketing Minutia

Ferrari takes to the rails, Nissan gets a Bolt from Usain, inside Google and more.

by on Oct.19, 2012

Yes, it's even faster than a Ferrari.

It might have been a slow week for the automotive marketing world if it weren’t for the world’s fastest man, London Olympics star Usain Bolt showing up in Tokyo this time for a tie-up with Nissan — more of that to follow.

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In fact, endorsements were the dominant news, Martha Stewart linking up with Toyota while Kia moved from Hamsters to a jazzy Batman Optima at New York’s Comic Com and Chrysler revealed plans to pair up with Motown – and the hip-hop world.  But here’s a look at some other developments over the past week:

The Ferrari Railroad  

Travelers to Italy rejoice. For a few hundred Euros you can now enjoy a Ferrari on a route from Naples, Rome, Florence, Bologna and Milan on the world’s fastest railroad known as Nuovo Trasporto Viaggiatori  or NTV.

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Chrysler Working Up Another Super Bowl Blockbuster Ad

But this time, the cars may be the stars.

by on Oct.08, 2012

Chrysler's global marketing chief went out on a limb - or more accurately, out in a blizzard - to get rapper Eminem for a much-watched Super Bowl ad.

Few advertisers have created such a stir during the Super Bowl as Chrysler, which knocked it out of the park in 2011 with an unusual, 2-minute commercial featuring rapper Eminem, then came back with the controversial Clint Eastwood commercial during the 2012 Super Bowl.

Might the maker try to score again with a spot during next year’s big game, typically one of the most widely viewed TV events in the world?

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“Yes, we are leaning towards being there,” said Chrysler’s global marketing czar Olivier Francois. In a conversation with TheDetroitBureau.com, he admitted that the challenge is coming up with another breakout idea. “Clearly, topping what we have done so far – no mystery – is not going to be easy.”

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