Ford draws insights from pizzas and smartphones
Geoffrey PrecourtWarc
In a marketing ecosystem where the rules of engagement are uncertain, what better way to discover insights about automotive sales than to compare mobile phones and fast food?
So reasoned San Diego-based Luth Research on an insights-discovery mission undertaken for Ford Motor Co.
At the Advertising Research Foundation's 2014 Re:Think conference in New York City, Dennis Gonier, a digital strategist at Luth, described the circumstances leading to this new twist on the apples-and-oranges comparison: digital data is more ominous. It's threatening. It's intimidating. And no one is sure what...