Tag Archives: Lexus

Lexus New Global Ad is “Amazing?”

It is sometimes surprising to see ads that get approved by clients and make it into our dens and onto our digital devices.

Such is the case with the first commercial from a new global brand campaign for Lexus, created by CHI & Partners, London.

Directed by big-name British director Daniel Kleinman, the spot shows a despondent 11-foot,  robot-looking puppet moving through a city in search of…..something.

This search goes on way too long, as viewers ponder what the hell is being sold here.

The creature finally finds a mate. No voiceover is used throughout the entire 1:30 online version of the ad, only the the haunting voice of Kristina Train singing “I’m Wandering.”

It is not until the final two seconds of the commercial that we actually see a Lexus with the words “Amazing in Motion” and the smaller “amazinginmotion.com web site. If you’re sharp enough to notice, the same “Amazing in Motion” words accompanied by the smaller “Created by Lexus” “appear on screen for the first two seconds of the longer video on You Tube.

Here’s the first spot, called “Steps,” that is playing all around the world

Excuse me, folks, but what does this have to do with Lexus? I honestly do not get the branding part of this first spot. What does it really tell us about Lexus?

How about nothing! Seems like a big waste of a lot of money!

You can bet Lexus paid big bucks for: Kleinman to direct; licensing Train’s music; and  creating these giant puppets.

Kleinman is no slouch. He’s won top awards for his ad work at Cannes, directed more than 100 music videos for big-name stars, and created the title sequences for the James Bond’ movie series from 1995 to 2006, returning in 2012 for “Skyfall.” He is co-founder of production company Rattling Stick.

But the ad looks more like a music video or movie promo than an ad for Lexus. Maybe that’s the point, but someone sold Lexus a bill of goods with this strategy.

Check out the Amazing in Motion web site, which thus far is a never-ending patting on the backs of the people who created these 11-foot puppets. And you can see a lot of the same info in behind-the-scenes videos on You Tube. Oh gee, they used a cool 3-D printer! Yeah, that’s a cool piece of technology, but SO WHAT?

Incredibly, I couldn’t find any Lexus vehicles on the site. Maybe that comes later. Along with some “Amazing” ads ……..hopefully.

When Lexus debuted in the US in 1989, it had some of the best advertising in the luxury-car category. Team One and the Lexus brain trust put together an amazing brand strategy with executions that are still remembered today.

How did this brand veer so far off course?

Once the brand started to enter other markets around the world, someone at Lexus decided the brand needed a uniform, global brand blitz. And aren’t faceless puppets who don’t say anything perfect for every market?

This idea of latching onto the word “Amazing” goes back to at least June 2011. That’s when Lexus introduced a video called “Engineering Amazing” to tout its hybrid technology.

Someone at the mother ship sure liked the word “Amazing,” because it was back a year later in a Lexus Europe video called “Creating Amazing,” explaining how the automaker was doing that.

Sorry, Lexus, but “Amazing in Motion” doesn’t have the same gravitas as “The Relentless Pursuit of Perfection,” the line created by Team One for the brand’s US launch.

Now THAT was powerful.

We can only keep our collective fingers crossed and hope that upcoming executions in the “Amazing” blitz are much more relevant to brand Lexus.

Meanwhile, luxury car brand Audi is getting a ton of buzz from an online-only video, timed beautifully to coincide with the new “Star Trek Into Darkness” movie. The video, created by Audi of America’s PR shop, PMK BNC, is dubbed “The Challenge,” pitting Leonard Nimoy, Star Trek’s original Spock, against the newest Spock movie actor, Zachary Quinto.

Quinto drives the Audi S7, while Nimoy is in a Mercedes. The 2.5-minute video spot highlights the Mercedes’ shortcomings compared to the Audi. YouTube viewers are loving the fact that Nimoy sings “The Ballad of Bilbo Baggins” while driving to his rendezvous with Quinto. (Nimoy recorded that campy tune for one of his albums back in the 60s).

Here it is if you haven’t seen it

The video seems to have widespread appeal: to Trekkies, Audi aficionados, Hobbit lovers and Quinto fans.

This is a clever and funny way to show old luxury vs. new luxury, a main brand position for Audi.

Audi tallied 5 million-plus views on YouTube in the first week. That’s huge, folks!

On the flip side, Lexus got just under 3,000 views in the US for its first “Amazing” video in its first 12 days.  But Kristina Train, the singer in the Lexus video, fared much better with the same video, reaching nearly 12,000 views on You Tube in just 4 days.

That pretty much says it all.

MAKING TRACKS: Brad Fogel joined Innocean Worldwide Americas this month as COO in Huntington Beach, California, the ad agency for Hyundai Motor America. BradFogelCOOinnoceanFogel had been president of Grey in San Francisco since May 2010, also overseeing the Los Angeles and Atlanta offices. Fogel played a role in Grey’s win of BMW of North America’s $80-million western regional account. He had been at Grey since 2007 and had stints at Publicis & Hal Riney, Hill, Holiday, Saatchi & Saatchi, Y&R and FCB. He also has experience on the client side, having served as CMO of 24 Hour Fitness for almost 3 years until July 2007.

He succeeds Jim Sanfilippo, who left last June after four years and is now a independent consultant.

Follow me, Jean Halliday, on LinkedIn, Google+ and Facebook

Also on Twitter @jhal2001

* A version of this first appeared as my monthly Ad Rap column in CNW Research’s online, subscriber-only, industry newsletter.

 

2012 Car Ad Review

As the curtain opens this week on 2013, it’s time for AutoAdOpolis’ annual year in review. Which carmakers and ad agencies executed outstanding efforts, which had some decent doubles and triples and which were just plain so-so?

Let’s start with the good news.

Chrysler Group scored big with its launch work for the return of the new, modern Dodge Dart. Ad agency Wieden + Kennedy in Portland, really hit it over the fence with this commercial that also debuted the tag line “New Rules”

Not only is this spot clever and witty, the art direction really catches your eye. Plus, this ad actually gives viewers a real sense of the brand.

Chrysler also gets high marks for the commercial for Fiat USA, dubbed “Immigrants” from The Richards Group. The :60 spot, which broke in the summer, hilariously depicts the next-gen 500 arriving to our shores- the hard way.

Like the Dodge spot, this is fun to watch and should put a smile on your face. It’s a perfect way to convey the car’s Italian heritage, which wasn’t the case in 2011 when Chrysler partnered with Jennifer Lopez for Fiat ads- a total disconnect that looked more like a music video for her new song than a spot for the car.

Both the Dart and 500 spots spotlight music from popular artists, a tactic preferred by Chrysler Group CMO Olivier Francois to grab viewers’ attention. The song in the Dodge ad is “No Church in the Wild” by J-Z and Kanye. The Fiat commercial pushed the new “Sexy People” single from Pitbull featuring Arianna. In neither case do the songs overpower the commercials.

Speaking of smiling, how about Volkswagen of America’s brand blitz that bowed with the :30 spot called “Smiles,” showing people of all ages laughing. There are no cars in this brilliant commercial from Deutsch in Los Angeles. It really captures the essence of the brand with the line “it’s not the miles, you how you live them.” The spot directs viewers to the whyvw.com sites, where they can post stories about their VWs or learn more about the cars from other owners and from VW.

Quite a brave move for a car marketer to not show a car in an ad, so kudos to VW’s CMO and chief product officer Tim Mahoney and his right-hand man Kevin Mayer, VP-marketing.

One of the most memorable spots that didn’t show a car was Jeep’s award-winning 1994 commercial, dubbed “Snow Covered” from the now-defunct Bozell in Southfield, Michigan.

Audi of America, which has been one of the industry’s best and most consistent advertisers in terms of creative, hits it out of the park again early in 2012 with a spot called “Ahab” for its all-wheel-drive Quattro system. The commercial spoofs Herman Melville’s epic sea captain character in search of an elusive whale with a northern tow truck operator and his frustration with never “hooking” an Audi with Quattro stuck in the snow. A very smart and entertaining execution from Venables Bell & Partners in San Francisco.

While we’re on Audi, the brand’s Super Bowl “Vampire” commercial for its LED headlights did the best among all the top 10 spots in the 2012 Big Game, ranking 7th for Most Liked, according to Nielsen consumer research the best showing for any carmaker. The commercial was certainly over the top and tapped into the nation’s current craze for vampires.

Audi also ranked highly in my 2011 review. 

It was good to see American Honda Motor Co. raising the creative bar for both its brands in the Super Bowl. The Honda CR-V commercial starred Matthew Broderick spoofing his role in the flick “Ferris Bueller’s Day Off.”

The commercial was one of the best from RPA in Santa Monica for Honda in a long time and blew away the earlier launch work for the CR-V. The spot ranked 10th Most Liked among all Super Bowl ads by Nielsen research,.

The automaker’s first-ever Super Bowl commercial for Acura was also a hit. In the Big Game, a media outlet where advertisers need to go big or be invisible, Acura met the challenge with a funny spot for the NSX starring funny men and car nuts Jerry Seinfeld and Jay Leno. USA Today’s AdMeter, based on consumer voting for their favorite Super Bowl ad on Facebook in 2012, ranked Acura’s spot number 13 and Honda’s 16.

Unfortunately, Honda and Acura’s over-the-top Super Bowl commercials weren’t enough to keep their ad agencies, RPA and sibling rp&, both in Santa Monica, out of the hot seat. Both accounts recently went into review.

Toyota Motor USA’s Lexus brand also made some inroads into improving creative with the launch of the new 2013 ES and first ES Hybrid. One of the launch commercials, dubbed “Split World” grabbed your attention with special effects and a script that made sense. Bravo to Brian Smith, VP-marketing at Lexus and kudos to Team One

Sister brand Toyota still isn’t there yet. But Toyota’s “Real Owners. Real Stories” TV commercial for the Camry, with online video assets and accompanying web site is not only well done, but is getting tons of input. Toyota figured out how to tweak a year-old site for the Camry launch and took it up a few notches

When it comes to Ford Motor Co., its Ford brand has had some of the most consistent work in the category all year. The advertising from TeamDetroit in Dearborn is visually interesting, makes relevant points and is strategic without shoving people’s faces into it.

Take this launch commercial for the 2013 Fusion. Great way to bring to life the Big Idea of standing out from rivals, which disappear.

Let’s look at Hyundai Motor America. After a pretty decent run with some of the best ads in the industry, seems too many of Hyundai’s ads are getting a bit formulaic. The brand’s Super Bowl commercials, from Innocean Worldwide Americas in Huntington Beach, California, were nothing to write home about.

There are some signs of improvement with the September launch work for the 2013 Sante Fe, themed “Don’t Tell” mom or dad

Shows there are still signs of creative life at the ad agency and at Hyundai.

I’d like to recognize Cadillac as one of the most improved auto advertisers. After a less-than-stellar appearance in the 2012 Super Bowl, General Motors’ lux brand blew out of the gates with impressive summer launch work for the new ATS compact sedan. The work, from Fallon, Minneapolis, was themed “Cadillac ATS vs. The World,” showing how the car performs on some of the ing on and some of the planet’s wildest and most challenging roads. Cadillac smartly posted lots of behind-the-scenes videos on YouTube, as well as links on Facebook and elsewhere.

Keep it up! We’d like to see all of Cadillac’s sibling brands take it up a notch also. Although there were some break-out ads for Chevrolet last year, there simply haven’t been enough of them.

Note to GM and its ad chiefs: Please take some risks!

Looking forward to seeing more break-through work from all auto advertisers in this New Year.

MAKING TRACKS: Steve Rosenblum recently started as general manager of Publicis Kaplan Thaler in Manhattan, which handles the account for the Tri State Honda Dealers Association. Rosenblum had been consulting since leaving General Motors in late 2011 after 15 years in various ad and marketing positions.

Follow me, Jean Halliday, on LinkedIn and Facebook

and on Twitter @jhal2001

Some Hits, Some Misses at Toyota Motor

 Toyota Motor Sales USA certainly seems to be rocking and rolling again after several years in the barrel.

The bleak years, lest we forget, were marked by massive recalls, embarrasing Congressional hearings, federal fines, red ink, then compounded by last year’s devastating earthquake and tsunami in Japan.

Despite lots of dire predictions, the the sky didn’t crash in on the automaker. Toyota, Scion & Lexus are now back in favor with Americans.

The automaker reported selling 1.399 million Toyotas and Scions in the first 8 months of 2012 vs. just 1.07 million a year ago. Lexus sales were up almost 25% in the same period to 150,604 units.

That’s still not as good as the first 8 months of 2007, when the OEM sold 1.569 million Toyotas and Scions, plus 220,000 Lexus vehicles. To be fair the whole industry has been in a funk in the USA for several years. These days, Toyota Motor is motoring right along.

Over the years, the automaker’s advertising hasn’t been much to crow about. The three brands have sold lots of new vehicles IN SPITE of their so-so advertising. But there’s a couple of bright spots of late.

Let’s start with Lexus, which has used some of the most mind-numbing ads in the luxury car segment pretty much since this new century has started. That’s such a shame for the brand that bowed in the ’80s with some of the industry’s most memorable ads. Remember the champagne glasses balancing quietly on the idling car’s hood?

For the launch of the new 2013 ES and first ES Hybrid comes this gem, called “Split World”

Bravo! This commercial from longtime Lexus agency Team One is one of the best from the brand in a long time. It’s visually arresting, almost forcing you to watch. The montage portrays modernism, cool technology and luxury. And the whole premise actually make s sense: “Introducing a reason to look twice.” It’s not loaded with a bunch of mumbo-jumbo or list of features, which most people will just go online to find out anyway.

But Lexus isn’t quite out of the woods. How could a brand that got it so right with that spot get it so wrong with another ES launch commercial? Check this one out, dubbed “Future Unfolded”

Isn’t it amazing how different the two spots are? This one is simply lame. Lexus said this is one of 3 spots targeting African-Americans, Hispanics and the LGBT crowds. This commercial tries too hard to be cool and young- two words not readily associated with Lexus. Why are all those young folks inside the ES and dancing around it? One place the Lexus ES won’t be taking these hip people is to a night club. They are no where near in age to the actual Lexus owner base.

You can’t fool people about this either. One sharp YouTuber noted: “That’s funny…I didn’t see any old people” in this ad.

The scrip writing is forced in this commercial. especially this line from the narrator, actor Jim Remar, “with technology and style to match your achievements and desires.” Whoa! That’s quite lofty and presumptuous of Lexus to think it knows what people’s desires are. Those lines are just wasting time and space in the ad.

Lexus is taking a page from its younger cousin Scion with a social media push reaching out to start-up innovators, offering four of them each the chance to get $100,000 in seed money for their products. Voting is on a custom Facebook app.

The ES also becomes the first car with a brand page on mobile Flipboard. This is a smarter way to reach a younger audience.

OK. Let’s move onto the Toyota brand.

It’s been a while since Toyota has done any meaningful national advertising for its full-size Tundra pickup. Back in 2007, Toyota spent more that $100 million to launch the then-redone, more competitive Tundra in hopes of selling 200,000 that year. At the time that was Toyota’s biggest-ever launch.

But Tundra still takes a back seat to Detroit’s truck iron, selling only 65,600 Tundras in the first 8 months of 2012.

Toyota is beating the drums again for the pickup, starting with a multi-media push this month about how the Tundra will tow “an American icon live before the whole world” on Oct. 13.

Yup, the Tundra will haul the space shuttle Endeavour for the last leg of its trip from Los Angeles International Airport on city streets to the California Science Center. It’s a big deal since a stock, 1/2-ton, 2012 Tundra CrewMax will be used to tow the 145-ton shuttle.

Toyota’s ad agency, Saatchi & Saatchi Los Angeles, handled the deal with the Science Center to show off the Tundra’s toughness and towing abilities.

Here’s the promo, just one of lots of videos for the effort

 

Toyota is encouraging people to follow the Tundra’s adventure online at http://www.toyota.com/TundraEndeavour. People can sign up for e-mail updates. Toyota will donate $50 to the Science Center for every Tweet on Twitter about the tow.

There’s just one little detail that’s almost glossed over in Toyota’s hype about this feat. The pickup is only going to tow the space shuttle the last quarter mile of its 12-mile trip to the Science Center!!

Doesn’t all this hoopla seem a bit too much for that?

Meantime, the Toyota Division just announced it is dropped its “Moving Forward”  ad tag after 8 years. That’s great news! That line was nothing but a corporate-driven theme from on high that really had little to do with the brand. Not only that, it’s generic and could have been used for lots of car brands.

I’ll bet 9 out of 10 Americans could NOT identify “Moving Forward” as Toyota’s ad tag since 2004, even after millions of dollars of advertising. Get this: back in 2004, Toyota exec Jim Lentz admitted that the brand’s “Oh, what a feeling”  tag, which showed owners jumping for joy, had the most consumer awareness at the time. Makes you wonder why they dropped it in 1986 after 6 years.

Toyota’s new line, “Let’s Go Places,” will bow late this year.

Is it me or does that line also sound very generic and interchangeable with other car brands? Hey, it could also be used for an airline or online travel site for that matter.

Toyota Division’s Bill Fay, group VP-general manager, gave this reasoning, saying the new tag “speaks to the evolution of Toyota and our commitment to leading through innovation, enriching lives and connecting with customers in new ways they define.” He called the tag “energetic, aspirational, inclusive and very versatile” and added “the phrase conveys a dual meaning of physically going places and taking off on an adventure, while also expressing optimism and the promise of exciting innovations that enriches people’s lives.”

Really?

I’ll have what he’s having.

It would be better to have NO tag than one that isn’t directly relevant to your brand and only your brand.

But here’s something Toyota IS doing right.  lt has taken testimonial ads to a new level with its new Camry Effect blitz that includes this site at http:/toyota.com/camryeffect

Billed as “Real Owners. Real Stories,” the site is loaded with tons of great input from actual owners. The site has interesting factoids: 79% of Camry owners know how to change a tire and 82% prefer an automatic. Camry has some of the most loyal owners in the industry and millions of them.

Toyota actually introduced the “Camry Effect” social media site a year ago as part of the launch for the redone 2012 model. But back then, the site was more of a stand-alone, really just the digital part of the Camry’s multi-media launch. Toyota figured out earlier this year a better way to marry the fan site with its more traditional media. Here’s the latest TV spot that arrived this month

Testimonial ads are nothing new in car advertising, but THIS is smart advertising and sets the bar for the industry.

(This post appeared recently in CNW’s monthly, subscriber-only newsletter)

MAKING TRACKS: Congrats to Kathy Speck, who joined Chevrolet’s ad agency, Goodby, Silverstein & Partners, as associate creative director. Chevy Runs Deep for Speck, who spent 26 years at Campbell-Ewald working as a creative on Chevrolet and other brands before she started doing work for McCann in 2011 as a freelance creative.

MORE TRACKS: General Motors moved Molly Peck back to Chevrolet as US ad director from the same post at Cadillac for about 18 months. We have high hopes for Peck, who oversaw Cadillac’s most interesting advertising in a few years – for the ATS launch. Before her move to Caddy last year, Peck was Chevy’s national ad manager for 4 years, but her experience at the bow-tie brand includes assistant brand manager of marketing for the now-defunct Cavalier.

Follow me, Jean Halliday, on LinkedIn, Facebook and Forbes.com

On Twitter: @jhal2001

Most Effective Car TV Ads

So what are THE MOST EFFECTIVE national car commercials? Nielsen’s Automotive group announced the winners in Manhattan recently during the press days of the New York auto show. It was the sixth straight year Nielsen has honored the most remembered messages, most  liked along with brand and model recall.

You might be surprised by some of the winners in the bunch for calendar 2011. If you are, please post a comment.

Let’s take a look

Lexus took home the prize in the Best Sales Event category- for its “December To Remember” year-end clearance. Lexus has used this sales theme for years, along with the giant red ribbon. Team One in  El Segundo, California, is Lexus’ longtime ad agency

In the Luxury category, Nielsen tapped Acura for the Best Campaign of the year. The so-called “Aggression” campaign launched the 20112 TL. rp& in Santa Monica is Acura’s ad agency. Here’s one spot from rp& in Santa Monica starring Calvin Johnson of the Detroit Lions


Another other spot in the TL blitz featured Ashleigh McIvor, a 2010 Olympic Gold medal skier

Haven’t been a big fan of Acura advertising for some time. And although I’m not enthralled with the above award-winning TL work, I did really like Acura’s Super Bowl over-the-top commercial this year with Seinfeld and Leno. This more recent spot, for the launch of the new 2013 RDX is one of my current auto favs and shows how Acura and rd& are improving the work

Toyota won Nielsen’s most effective Hispanic TV advertiser for a Corolla spot from Conill called “Memories.” You should be able to see it here

 

The other winner was the Ford brand for the Green Award. (Sorry, but I was unable to secure this spot). The Ford work, featuring an actual owner named Ivan, was created by TeamDetroit in Dearborn, Michigan.

The car TV commercial with the highest Nielsen scores, and thus catapulting it to win Best of Show is… Chevrolet, for “The Salute” commercial

Nielsen Global Automotive’s Exec VP Ian Beavis, described this spot as  “very emotional” and one that “clearly broke through” the clutter.

Chevy’s winning Equinox spot was from filmmaker Ben Alagna, not the brand’s 2011 agency of record Goodby, Silverstein & Partners. Alagna entered a short video contest sponsored by Chevrolet and Mofilm and took third place. The spot also did well at the New York Tribeca Film Festival last year.

While we’re on Chevy, let’s take a look at some new work for the Malibu Eco from Goodby

Anyone else out there who finds this spot too long and too silly?

I prefer this one for the Malibu Eco

Have you seen this commercial for Toyota from Australia themed “Tougher than you can imagine” for the Hilux pickup?

Now that’s a bit of fun, eh mate? Anyone want to predict how effective it will be?

MAKING TRACKS:  Jack Valente, who was the client leader at Mindshare on the Ford account, moved to InStadium as Sen VP-national business development.

Find me, Jean Halliday, on Facebook and LinkedIn or follow me on Twitter @jhal2001

Help Wanted: Luxury Brand Advertising

Someone call the ad police!

There’s too many crimes being committed against some luxury car brands.

One example is Toyota’s Lexus brand, a proven player that recently topped J.D. Power’s 2012 CSI ranking in the lux won segment for the fourth straight year.

Here’s the brand’s latest television spot for the new 2013 GS from TeamOne in El Segundo

 

Sorry, folks, but this commercial is a big snoozer that doesn’t do justice to this brand, just like the spot Lexus ran during the Super Bowl this year.

Could these yawn-worthy ads be part of the reason buyer consideration for Lexus is down 11% in the first two months of the year compared to a year ago, according to CNW’s Purchase Path Studies? Lexus also made a big deal about its official marketing partnership with Sports Illustrated magazine’s swimsuit property. It was a no-brainer for Lexus to have a four-page spread in the issue.  Bu the brand also backed several related events,  offered custom integrations for digital tablets and created an iPhone game.

The wildest tie-in was the racetrack Lexus created in the shape of swimsuit model Tori Praver’s body. Consumers can watch online videos of pro drivers zooming around that so-called TORI 500 track or use a camera app to put Tori in their own photos.

No secret Lexus is trying to attract younger males, saying in its press release that the annual SI Swimsuit hoopla reaches more than 70 million people and more men between the ages of 18 and 34 than the Super Bowl.

Lexus isn’t the only offender.

Let’s move onto Cadillac, which  is still airing this commercial for the CTS-V coupe from Fallon that broke last fall

Oh dear. We get the main point Caddy is trying to make here in this :60 spot. But why waste precious seconds with the silly valet tipping scene? That part I don’t get…and if you do please explain it to me.

Despite a slew of lackluster advertising, including a poor showing in the Super Bowl, the GM brand has managed to increase buyer consideration by 6% in January and February vs. the same year-ago period, CNW says.

Congrats Caddy, but please juice up your advertising.

Another lux maker with so-so messaging is Acura, which has had a long string of irrelevant ads with the exception of its over-the-top Seinfeld-Leno Super Bowl spot for the NSX.

Acura just posted its upcoming commercial for the 2013 RDX on YouTube, part of a multi-media partnership with Marvel’s “The Avengers” flick, arriving May 4 in theaters

rp&, a division of the Honda brand’s ad agency RPA in Santa Monica, handles Acura

Consideration for Acura slid by 19% in the first two months of 2012 compared to a year ago, CNW says.

Making some progress, but not there yet, is Nissan’s Infiniti brand, which just launched its new JX crossover with new work from TBWA/Chiat/Day.

Have a gander

Not a big fan of features’ advertising, but the backup collision intervention system seems worth crowing about.

Infiniti couldn’t resist  throwing in the third-row seating in the same spot too!

After losing its way for a while, BMW has made great progress with the launch work for the new 3 Series. Love the humor in this one from Kirshenbaum Bond Senecal + Partners

What a fun way to highlight a feature and sure to get chuckles from men who aren’t on the best of terms with their mothers-in-law.

Glad to see BMW making a strong push back to its “Ultimate Driving Machine” ad tag.

As far as the offenders, in at least one case, which I won’t call out, the top marketer is really a sales pro. Moving sales folks into marketing slots is a common industry tradition. But it’s not smart. As I have often told top OEM execs : “You wouldn’t  put a finance expert in charge of design, so why do you  think it’s OK to put a sales person in the top marketing job?”

Sales and marketing, although  usually lumped together in one silo, require  vastly different skill sets. And in today’s increasingly complex communications world, companies with experienced, trained ad pros certainly seem to outperform  their rivals.

It is amazing to me that OEMs still fail to realize this.

Follow me, Jean Halliday, on Facebook and LinkedIn

or on Twitter  @jhal2001

*This post first appeared as Jean Halliday’s Ad Rap in CNW’s monthly, subscriber-only newsletter.