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News

NEW DELHI: Maruti Suzuki’s dominance of the India car market has left many international mass manufacturers struggling to establish themselves with the modest aspiration of a 5% market share eluding most of them.

News

TOKYO/BEIJING: Toyota, which vies with Renault-Nissan and Volkswagen to be the world’s largest automaker, is reported to be in the process of slashing its sales and marketing costs as it seeks to shift resources into research and development.

News

GLOBAL: Licensing well-known characters can help a brand achieve cut-through and differentiation but marketers considering this approach need to be aware that the processes and priorities involved are very different to those of the ad industry.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.

Opinion

Protecting radio in cars is a top priority for Radioplayer. Managing director Michael Hill explains why.

Case Study

Car brand Chevrolet launched a CVT automatic version of its entry-level car in Mexico with a clever, engaging campaign to convince younger buyers that affordable comfort is possible.

Opinion

When brands come under public scrutiny for getting something wrong, how they act in the aftermath will dictate the narrative going forward.

Case Study

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

Case Study

Volkswagen, an automotive brand, promoted its trailer assist with an emotional and comedic piece of video content that would win back brand love in Germany.

Gunn Report

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

News

GLOBAL: BBDO agencies dominate the league tables in the Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017 and the companies behind them.

News

NEW YORK: Two reliable tools of marketing research – attribution theory and congruity – can help marketers understand the effects of event sponsorship as part of their corporate social responsibility (CSR) programs.

Gunn Report

Contains the creative for the 'Laughing Horses' campaign for Volkswagen Tiguan Trailer Assist by the agency Grabarz & Partner in Germany.

Article

More and more market sectors are facing uncertainty as they become challenged from two directions: big platform-based companies on the one side and challenger brands on the other.

Article

Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB.

News

DETROIT, MI: Lifting a brand out of “irrelevance” in a market as big as the US doesn’t come cheap, as German car marque Volkswagen prepares to invest over $3bn to boost branding and launch a new sedan in an attempt to win over ...

News

SAN FRANCISCO: Volkswagen and Hyundai are separately teaming up with an autonomous vehicle tech start-up based in Silicon Valley with the aim of launching self-driving cars by 2021.