by Marty Bernstein | Jan 31, 2014
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...
by Marty Bernstein | Jul 31, 2013
“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...
by Marty Bernstein | Jul 3, 2013
How many current or former auto executives have the experience, talent, charisma — much less the cojones — to write an entertaining, informative book about one’s bosses and inspirational leaders? There’s only one and, you’re right, it’s Bob Lutz. Okay, so...
by Marty Bernstein | Apr 11, 2013
The reintroduction of the Lincoln Motor Company via the new MKZ model is now officially comatose. A code blue alert has brought in an auto marketing turnaround specialist, the 54-year-old Mark LeNeve, to assume command of Lincoln’s almost new “luxury-oriented boutique...
by Marty Bernstein | Mar 15, 2013
The advertising business is loaded with cliches but perhaps the most pertinent is, “An agency is only as good as the client lets it be!” Yet, when the ads aren’t working it never turns out to be the clients fault, it’s always the agency’s. Ha!...
by Marty Bernstein | Feb 1, 2013
We’re rapidly approaching that annual celebration of advertising excess known as the Super Bowl. And this year’s event, XLVII is already creating headlines, as the debate over Volkswagen’s Jamaican-themed spot demonstrated this past week. Almost 40% of the ads that...
by Marty Bernstein | Jan 25, 2013
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...
by Marty Bernstein | Jan 11, 2013
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...
by Marty Bernstein | Jan 4, 2013
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 –...
by Marty Bernstein | Dec 7, 2012
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...
by Marty Bernstein | Nov 16, 2012
Among the harbingers of Fall are the pernickety Car of the Year Awards (aka COTY) presented in numerous vehicle categories by enthusiast magazines, auto websites, various syndicated columnists and, well, it seems like almost everyone weighs in these days. Many winners...
by Marty Bernstein | Nov 6, 2012
Few automotive segments are more crowded than the midsize sedan market. So, despite months of hype, hoopla and hope, the official sales debut of the striking new 2013 Ford Fusion might have been underwhelming if traditional ad campaign launch methods were followed....
