Renault Clio should be applauded for its powerful same-sex love story
Molly FlemingRenault is celebrating the Clio’s 30th anniversary with a campaign that quietly and thoughtfully tells a same-sex love story that doesn’t descend into cliche.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
How Honda shifted its content strategy from ‘attention-grabbing’ to storytelling
Charlotte RogersThe car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.
Marketing Week Top 100: The top consumer tech and automotive marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the consumer technology and automotive sectors, part of our Top 100 Most Effective Marketers project.
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VW overhauls its brand for a ‘new era’ as it attempts to put emissions scandal behind it
Molly FlemingVolkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.
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Vauxhall boss: Digital was meant to be a money-saver but no one has saved a penny
Molly FlemingWhile society has pushed marketing for the better, the car marque’s managing director Stephen Norman says most marketing still lacks brilliance and the rise of digital hasn’t helped.
How Toyota sold six times as many cars as its hybrid rival
Greg CopelandThe ‘Prius effect’ demonstrates the importance of distinctiveness – products need to fit the narrative of a consumer’s self-image.
How digital is changing the automotive customer experience
Nikki GillilandAutomotive brands are innovating the customer experience through digital technology: these are the trends that look set to impact the industry in future.
Vauxhall boss: Our brand positioning was unsustainable
Molly FlemingStephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
Citroën’s marketing boss: If our job is only metrics and sales, we are not marketers anymore
Molly FlemingAs Citroën celebrates its centenary, its marketing boss is looking to the past and the future both of the car industry and marketing.
Volvo looks to ‘challenge established thinking’ by hiring from outside the auto industry
Molly FlemingWhile Volvo’s marketing strategy director Mike Johnstone says there are benefits to spending his entire career in the automotive industry, he is keen to hire from outside the sector to encourage new ways of working.
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How Audi is bringing creativity to marketing effectiveness
Sarah VizardBy using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
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Tesla’s online-only move doesn’t herald the retail apocalypse
Mark RitsonMany marketers will see Tesla’s decision to shut its dealerships in favour of online sales as another example of physical retail’s decline, but the real reason is more mundane – cash.
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How BMW is using content to ‘enlarge the upper sales funnel’
Ellen HammettBMW is looking to widen its potential audience by creating “relevant and snackable” content that engages consumers beyond cars.