VW Hires Away Key MINIUSA Exec

I think that’s fantastic.
VW has a lot of history and some really great marketing. Those two PLUS Martin should bring us some memorable advertising that we will undoubtedly be talking about.

VW needs a boost every now and again even though they make great product.

Congrats to Martin!

Here, here to the both of you.

I wonder what it would take to get VW to hire way Chris Bangle, too?

grin

VW is too wise to do that. [i]laugh[/i]

Oh man… more armchair Chris Bangle opinions. I can’t believe it (sigh).

I agree with Christopher W – it’s too bad that VW’s don’t have better longevity as they are well-driving cars. It really is increadible how far Hyundai came in so short a time. I just spent two weeks in South Korea and it’s wall to wall Hyundai and Kia, all of which seem to be running just fine. I don’t want one, but my hat’s off.

As for trading marketing executives, I wouldn’t expect much change at all in terms of MINI’s marketing. Crispen Porter & Bogusky at this point have a very well established leadership role with the MINI brand and I’m sure that will continue. Kerri Martin’s contribution not discounted, credit for the message and execution of MINI’s marketing message most likely falls with CP&B. Martin’s leadership came in choosing to work with their agency and giving them creative license to propel the brand forward. Though marketing directors and the like play pivitol rolls in the process, the advertising agencies ultimately are responsible for the concepts that we see in the ads and branding messages. Perhaps in this new role at VW, her interaction with VW’s ad agency (or perhaps in changing agencies) will take VW’s brand in a better creative direction, but most likely her influence will be more felt in terms of VW’s marketing media mix and more public relations-oriented events.