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-Spink | Author: Joanna Bamford |
Vauxhall Fleet: 'Fleet Managers Have Feelings Too'
Fleet advertising is a creative graveyard. A flick through
any title such as Fleet Newswill lead you to believe that creativity in
this sector is largely...
