For Subaru, great storytelling comes before good data

Geoffrey Precourt

Subaru, the automaker, is taking a balanced approach between storytelling and data as it finds the marketing sweet spot for its brand.

“Unlike some other auto manufacturers,” admits Robert Font, director/digital communications at Subaru of America, “we run sort of lean internally.”

Robert Font, director/digital communications, Subaru of America

And, as such, the Camden, New Jersey-based marketer tries to work smarter with fewer resources. “We’re in the early days of really making a transformation,” Font told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Analytics Conference.

“For many years, we leaned heavily on our agency partners to help us in the space of analytics and insights. We recently added some additional staff on the in-house team – expertise...

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