Mercedes-Benz USA: the move from traditional research to consumer communities

This report from the Association of National Advertisers' Brand Innovation conference covers the presentation by Steve Cannon, U.S.

Mercedes-Benz USA: the move from traditional research to consumer communities

Geoffrey PrecourtWarc

For American marketing researchers, the memo from Mercedes-Benz USA to the market-research community couldn't be any clearer: Time is running out.

"We've undertaken a couple of initiatives that are transforming the way we interact with customers," said Steve Cannon, U.S. vp/marketing for the nameplate. "We've learned more about the way people think and feel than we ever could have from marketing research.

"As our focus grows, we're moving money away from [syndicated research]" in order to fund new digital consumers, Cannon told an Association of National...

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