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Old 10-10-2009, 08:41 AM   #1
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Default FoMoCo will spend up to 20 percent more on U.S. marketing

The next phase of Ford Motor Co.’s Drive One Campaign wishes to relay to potential buyers how Ford Motor Co. is “different than others.” Reportedly, Ford is set to spend up to 20% more on Ford-brand U.S. marketing in the fourth quarter. On Oct. 12, the latest Drive One ads will begin airing. Expect to see up to 40 15-second spots rotating on television and online as well.

It stars real-world owners talking about features they love about their cars. In April 2008, the Drive One Campaign was launched. Its ads talked about the brand’s quality, safety, smart technology and environmental features. While phase one highlighted reasons such as fuel economy for considering a Ford vehicle, the newest ads will attempt to appeal to shoppers’ emotions, says Autonews.

Matt VanDyke, Ford’s director of U.S. marketing communications, explained that at the start of the campaign, Ford wanted to rationally distance itself from the Detroit carmakers and to directly compete with Toyota and Honda. Whereas before, Ford had talked about being at parity with others, it now wants to convey just how different it is.
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Old 10-10-2009, 08:44 AM   #2
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Default Cadillac seeks new ad agency as Modernista bows out

DETROIT -- General Motors Co. says it is looking for a new creative advertising agency for its Cadillac brand, which has been posting U.S. sales declines worse than most other luxury brands this year.

“As we continue the renaissance of the Cadillac brand, we are looking for the best agency partner to deliver outstanding advertising that attracts the luxury-vehicle buyer,” Bryan Nesbitt, general manager of Cadillac, said today in a statement. “Modernista, our current agency partner, has elected not to participate.”

GM hired Boston-based Modernista as Cadillac's advertising agency in the summer of 2006.

Cadillac is using Ark Advisors to help find a new agency.
A source familiar with GM's advertising said today that Modernista was short of new ideas for the brand to convey more of a product message. The agency lacked a vision for Cadillac beyond exciting visuals and a tone that would make the consumer want to consider Cadillac over another luxury brand, the source said.

"We think we can do better," GM CEO Fritz Henderson said during a Web chat today. "We have done some good marketing and advertising in the past, but we do think we can take it up another level."

Sales declines worse than most
Cadillac's sales through September plunged 44 percent from 2008 levels, compared with the 36 percent decline for all of GM's brands. Among luxury brands, only Bentley and Maserati have sustained worse declines.

Lexus plunged 27 percent through September, Mercedes-Benz 24 percent, Lincoln 28 percent, Audi 10 percent, Infiniti 33 percent, and Acura 34 percent.
Total U.S. light-vehicle sales slid 27 percent through last month.

Since GM's exit from Chapter 11 bankruptcy this summer, the Detroit grapevine has swirled that Modernista was the odd agency out because it was independent, and that it would be replaced with a shop from one of GM's two main agency-holding conglomerates: Publicis Groupe or Interpublic Group of Cos.

Pundits figured the leaner GM could no longer afford the luxury of a smaller, independent shop.

The move is financially related -- GM wants to cut fees, said a former GM exec, as Modernista had higher fees than other, longer-term agencies to the marketer. Other pundits said GM needed to move at least one of its remaining four core vehicle-brand accounts to show that it was indeed a "new" GM.

Losing Hummer?
Modernista also handled GM's Hummer account. But Modernista's fate on that account is hazy as GM CEO Fritz Henderson said earlier this week he expected a sale of that brand to close by year's end.

And Modernista is losing one of its biggest fans inside GM: Mark LaNeve.

LaNeve, GM's top U..S. sales executive, until mid-summer had also overseen all advertising and is leaving the automaker next week.

"We are extremely proud of the work we created for both Hummer and Cadillac," Modernista said in a statement. "We feel it ranks among the best, if not the best work in the automotive category.
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Old 10-10-2009, 08:46 AM   #3
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Default GM not practicing what it preached for advertising

DETROIT -- General Motors Co. said it wasn't going to do corporate ads -- and then it put Chairman Ed Whitacre in its multiple-model "May the Best Car Win" campaign.
The automaker also said it was going to create distinctive advertising for its four remaining vehicle brands, Buick, Cadillac, Chevrolet and GMC -- but tell that to subscribers of Newsweek and BusinessWeek.

In early October issues of those publications, GM is running nearly identical back-to-back spreads from McCann Erickson, Birmingham, Mich., for the Buick LaCrosse, Chevrolet Malibu and/or new Cadillac CTS Sport Wagon. The ads are not only nearly mirror images of one another -- simply with a different car in each -- but they run in consecutive front pages of the magazines.

The spreads are so similar they "homogenize all the brands again," said Maryann Keller, who has her own auto consultancy. "GM is as dysfunctional as ever," said the author of two auto industry books.

GM Vice Chairman Bob Lutz, tapped post-Chapter 11 to oversee all advertising, told Advertising Age in an e-mail that he had not seen the print ads.

When told they are themed "May the Best Car Win," he said those ads "would deliberately have somewhat of the same look, even though the illustrations and messages should be unique, except for the tagline." The umbrella themed ads are in "a corporate campaign, but with messages attributed to every brand," he wrote.

When asked why there is a corporate campaign at all when both Lutz and his boss, CEO Fritz Henderson, repeatedly said that after bankruptcy the company would focus on the four vehicle brands, the vice chairman responded: "That's why the 'May the Best Car Win' is brand-specific, but with an overriding theme that is applicable to all brands. Nowhere is GM mentioned. The only reference to GM as a corporation was in the early phase, with the Ed Whitacre ad."

The magazine buy indeed called for two spread insertions in the same broad-reach titles for impact, said GM's Betsy Lazar, exec director-advertising and media operations. "What we did not intend was to run the ads consecutively," which she called "a miscommunication in traffic instructions that has been corrected in every issue that had not yet gone to press."

There will no longer be more than one "May the Best Car Win" spreads in a publication going forward, she added.
Publicis Groupe's Starcom MediaVest Group is GM's dedicated planner and buyer.

Keller said the corporate effort is a waste.

"GM is not a brand, but GM is trying to make it a brand," she said. "This is not a good start." While the automaker has significantly improved the competitiveness of its products, she said, "GM has better cars than advertising.
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