Since our last roundup from August, a lot has happened in the agency world. A new electric car generated buzz in the auto industry, a navigation company acquired one of the world’s leading flight planners, and an athletics ad polarized social media. Let’s delve further into the highlights from this week.
A Luxury Automaker Goes Electric
On Tuesday, September 4th, 2018, Daimler AG, the parent company of Mercedes-Benz, debuted their first fully electric SUV at an event in Stockholm. The car, which they dubbed the “EQC,” can accelerate to 60 mph in under five seconds, drive 200 miles between charges, and has 400 horsepower with all-wheel drive. Though novel, it’s far from the only one in its category. Audi and BMW are also announcing their own electric SUVs. “It’s impossible to predict the take up speed of electric mobility,” Mercedes-Benz CEO Dieter Zetsche said, “But for us, it’s a mandate. That’s why we said we must integrate electric vehicles with a purpose-built vehicle architecture designed around electric propulsion.” The luxury car company plans to release its EQC in 2020.
A Multinational’s Multicultural Assessment
BMW, the German car company, just launched a review of its U.S. multicultural business. Miami’s The Community is the incumbent on the account since 2015, but they’ve declined to participate. With MediaRadar, you can see what BMW’s messaging was and what they spent on the multicultural market in the U.S., out of the roughly $275 million the company spent on paid media in 2016.
A Company Hires a New Advertising Agency
For a short-term marketing assignment, Ford hired Wieden + Kennedy New York. Spokeswoman Jennifer Flake said that the project was unrelated to the global review for Ford’s business, which is still ongoing. “Ford is launching a U.S. brand campaign in mid-October and we are working with Wieden + Kennedy as a creative partner with WPP to activate the campaign.” According to Flake, the review “should wrap up in the fourth quarter.” With the shift from digital and TV to print (+11%) over the past year, Ford may be reevaluating their marketing strategy.
A Plan to Navigate
Garmin Ltd. has acquired Flight Plan LLC, one of the largest flight planning companies in the world. Flight Plan’s comprehensive electronic flight planning, scheduling, and trip support services will join Garmin’s already sizable lineup of GPS navigation, communication, and information devices and services. Garmin’s long-standing industry leadership experience will help to further expand Flight Plan’s aviation services and geographical reach.
Creative Highlight
To celebrate the 30th birthday of their iconic tagline, “Just Do It,” Nike has released a series of ads, featuring some of today’s greatest athletes, including Serena Williams, LeBron James, and, most recently, Colin Kaepernick. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” said Gino Fisanotti, Nike’s Vice President of Brand Marketing for North America. Since being released yesterday, the ad, created by Wieden + Kennedy, has garnered praise and sparked protests across social media. It’s also been commended by creative leaders in the ad industry, so expect to see it on the awards circuit.
