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Fueling the ads; Gas-price concerns drive new automotive campaigns.
Crain's Detroit Business, October, 2005 by Smith, Jennette
Byline: Jennette Smith Even though gas prices are declining a bit, concern about energy costs long-term are fueling new advertising campaigns by Detroit agencies. A series of new ad campaigns and promotions launched this summer and fall tout fuel economy and hybrid engines. The strategies range from event marketing to traditional media advertising.
"It's a matter of focusing in on an attribute that is topical,'' said Garry Neel, CEO and GM worldwide account director at the Detroit office of McCann Erickson Worldwide in Birmingham. McCann Erickson produced ads for General Motors Corp. featuring 20 vehicles that get 30 miles a gallon or more. While the campaign was in development and launched before recent hurricanes raised gas prices, the agency believes...
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