Saturn Corporation: Saturn Relaunch campaign

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s.

Saturn Corporation: Saturn Relaunch campaign

Ed Dinger

OVERVIEW

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its footing, Saturn designed a new automobile, the Ion, in the early 2000s. Instead of turning over the marketing of the car to its longtime advertising agency, Publicis & Hal Riney, the company opened up the account to the bids of other shops. The winner, in early 2002, was Goodby, Silverstein & Partners, based in San Francisco.

Soon after hiring Goodby for...

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