Bob Lutz, 77, the iconic former vice chairman at GM, has been tabbed to run the marketing as the new "change agent" in hopes of revolutionizing the marketing at the auto giant.
According to an article in today's adage.com (here), Lutz met with each of the automaker's brand and agency teams two weeks ago and "crapped all over" the advertising according to one insider. In his message to the teams (one day prior to the review), Lutz made it clear that that he means business: "...you will very quickly see a drastic change in the tone and content of our advertising. And if you don't, it will mean that I have failed."
Perhaps the question we should be asking is whether or not the appointment of Lutz – a 46 year industry insider – signifies true change in business as usual within GM.
Maybe it's not mediocre advertising based on "lifestyle" vs. features and benefits that is the problem. Maybe instead of blaming marketing for its woes, it is time GM began designing and producing cars that we actually want.
Lutz comes off as the ultimate "I don't know what I want but I will when I see it" guy. Only in this case, it's the American public that will ultimately judge GM's success or failure.
According to an article in today's adage.com (here), Lutz met with each of the automaker's brand and agency teams two weeks ago and "crapped all over" the advertising according to one insider. In his message to the teams (one day prior to the review), Lutz made it clear that that he means business: "...you will very quickly see a drastic change in the tone and content of our advertising. And if you don't, it will mean that I have failed."
Perhaps the question we should be asking is whether or not the appointment of Lutz – a 46 year industry insider – signifies true change in business as usual within GM.
Maybe it's not mediocre advertising based on "lifestyle" vs. features and benefits that is the problem. Maybe instead of blaming marketing for its woes, it is time GM began designing and producing cars that we actually want.
Lutz comes off as the ultimate "I don't know what I want but I will when I see it" guy. Only in this case, it's the American public that will ultimately judge GM's success or failure.
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