Vauxhall Motors Fleet Cars - fleet managers have feelings too

Campaign in 1998 by Lowe Howard-Spink for Vauxhall fleet cars. Insights from research amongst fleet managers: as purchase negotiators they distance themselves from the manufacturer (hence not likely to be influenced by advertising in this mode), but as internal managers keeping their drivers happy, they are heavily dependent on the manufacturer.
Agency: Lowe Howard-SpinkAuthor: Joanna Bamford

Vauxhall Fleet: 'Fleet Managers Have Feelings Too'

Fleet advertising is a creative graveyard. A flick through any title such as Fleet News will lead you to believe that creativity in this sector is largely irrelevant. Facts and straight talking predominate to the extent that one straight talking, fact filled ad looks very much like another.

This is because Fleet Managers are only interested in the bottom line. The right product for the lowest cost is what matters. We're at the coal face here, so dressing up the facts with creative...

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