Stephen 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.
As Citroën celebrates its centenary, its marketing boss is looking to the past and the future both of the car industry and marketing.
While 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.
By 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.
Many 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.
BMW is looking to widen its potential audience by creating “relevant and snackable” content that engages consumers beyond cars.
The Japanese car marque has created a new division in Europe so it can do more personalised marketing and avoid using TV for tactical campaigns.
PSA Group, which manufactures brands including Peugeot, Citroen and DS Automobiles, wanted to re-engage local garages with the brand as it looked to boost its share of the £21.6bn aftermarket sector.
Auto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
Ahead of the new season, which begins later this month, Formula E has launched a major brand campaign it hopes will show the world the sport is more than just electric cars.
The German car marque is aiming to boost marketing efficiency by 30% over the next two years but it should watch that a drive to cut costs doesn’t impact the quality and success of its work.
The automotive brand says the move will allow it to be managed in a “leaner” and “more centralised” way as it looks to increase its campaign output without having to increase its media budget.
Lexus used data on 15 years of award-winning luxury campaigns, as well as information about the brand and human emotion to create a 60-second film that tells the story of a car that comes to life and will inevitably lead to questions about whether artificial intelligence can do the same creative job as humans.