Vauxhall Nova: 'How the integration of planning, media and creative helped us tackle one of the truly grey areas of car advertising'

Rebecca Moody

This article examines a rethink of the role and effectiveness of tactical press activity in Vauxhall Motors’ marketing.
Agency: Lowe Howard-SpinkAuthor: Rebecca Moody

1992 Nova Colour Tactical Press Campaign

How the integration of planning, media and creatives helped us tackle one of the truly grey areas of car advertising

1992 saw a significant turnaround in our deployment of tactical press activity for Vauxhall Motors. Equipped with a better understanding of who consumes this form of advertising, as well as how and when, the planning group, working alongside the media and creative departments, spearheaded the development of a thorough rethink of both our strategic and creative approach.

Vauxhall typically spent in the region of 6...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands