Put yourself in this position: you make good, solid, dowdy cars. People buy them. Some years, people buy a few. Some years, people buy a lot. Which of the following would you want:
- No ad agency at all. Hopefully, people will remember your brand, or read Consumer Reports and check the price tags.
A sales-focused ad agency. You aren’t going to romance people into buying your cars, but if you show them the numbers, you can persuade them.
A glitzy, high-concept ad agency. Why not persuade people to chnage their lifestyle in order to love your brand? Why not convince them that they’re superior to everyone else by virtue of the car they drive? And why not do all that with a wink and a nod, so the other ad agencies know that you know what’s up.