Advertising Industry
Industry: Email Alert RSS FeedKerri Martin; Marketing communications manager, Mini Cooper division, BMW of North America.(Special Report: Women to Watch)
Advertising Age, June, 2004 by Halliday, Jean
Byline: Jean Halliday
Kerri Martin feels lucky to have worked on three brands and products she identifies with personally: She always owns and drives the product she markets.
Holding the title of marketing communications manager in BMW of North America's Mini Cooper division since August 2000, Ms. Martin has also been christened "guardian of brand soul'' for the small-car line. She helped reintroduce the Mini in the U.S. in '02. Ms. Martin and her team, now four strong, created brand awareness from zilch and a personality for the Mini, along with a fun owners' "Motoring'' culture-all done with little traditional advertising.
Richard Steinberg was project manager and Mini's first U.S. employee. He says Ms. Martin was the second staffer at...
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