Comments on: VW Hires Away Key MINIUSA Exec

By: MotoringFile » Archive » MINI Ad Agency Drive

MotoringFile » Archive » MINI Ad Agency Drive — Thu, 04 May 2006 05:03:41 +0000

[...] Looking at the new ads, unless you already knew, one would never guess that significant changes at MINIUSA and with the ad agency responsible for the advertising had taken place. The tone, message, and look/feel of the end product remain top notch and pitch perfect. Many owners in the room were very pleased with what was shown. I’ll have more on what’s in store and some background on the Motoring Hearts campaign later in the week. [...]

By: MotoringFile » Archive » The Kerri Martin Effect?

MotoringFile » Archive » The Kerri Martin Effect? — Sat, 18 Feb 2006 02:48:59 +0000

[...] Back in March 2005, MotoringFile reported on the departure of Kerri Martin from MINIUSA to become director of marketing at VW. A couple recent developments caught our eye as projects Ms. Martin may have influenced, as they tend to be in line with what we would have expected from MINI. [...]

By: Tsukiji

Tsukiji — Mon, 21 Mar 2005 19:04:57 +0000

MINIUSA will just hire someone else away from Harley-Davidson to supply vision for their branding.

By: Nathaniel Salzman

Nathaniel Salzman — Mon, 21 Mar 2005 05:19:33 +0000

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.

By: RB

RB — Mon, 21 Mar 2005 03:41:42 +0000

I thought the CB jibes were funny.

By: Gabe

Gabe — Mon, 21 Mar 2005 00:11:10 +0000

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

By: Christopher W

Christopher W — Mon, 21 Mar 2005 00:06:25 +0000

I would have thought VW’s greater priority would be to hire away whoever Hyundai installed to bring their quality ratings up from the bottom of the barrel to near the head of the proverbial pack.

By: doug

doug — Sun, 20 Mar 2005 23:50:04 +0000

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

By: Brian

Brian — Sun, 20 Mar 2005 20:16:36 +0000

oops- typo!

(should read hire away Chris Bangle)

By: Brian

Brian — Sun, 20 Mar 2005 20:13:57 +0000

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

grin

By: Nate

Nate — Sun, 20 Mar 2005 16:46:58 +0000

Still disappointing though. I hope the image doesn’t change too much, I rather like where it’s at now.

By: RB

RB — Sun, 20 Mar 2005 15:03:55 +0000

Here, here to the both of you.

By: acetonic

acetonic — Sun, 20 Mar 2005 12:45:06 +0000

I think she’ll find it a bit tougher to push the overpriced, underperforming VW products. I’m sure MINI will continue to do fine howerver.

By: doug

doug — Sun, 20 Mar 2005 04:19:15 +0000

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!