motor city



Chrysler 300 C

Chrysler 300 C




Lancia Thema

Lancia Thema


Turnaround team: (From l.) Jason Russ, head of Dodge brand advertising; Hal Wurster, head of retail marketing; Susan Thomson, director-media, social media and CRM; Kim Adams House, head of Jeep brand advertising; Marissa Hunter, head of Ram truck brand advertising; Olivier Francois, chief marketing officer; and Melissa Garlick, head of brand advertising, Chrysler Group. Not pictured: Casey Hurbis, head of Fiat brand communications.

Turnaround team: (From l.) Jason Russ, head of Dodge brand advertising; Hal Wurster, head of retail marketing; Susan Thomson, director-media, social media and CRM; Kim Adams House, head of Jeep brand advertising; Marissa Hunter, head of Ram truck brand advertising; Olivier Francois, chief marketing officer; and Melissa Garlick, head of brand advertising, Chrysler Group. Not pictured: Casey Hurbis, head of Fiat brand communications. Photo: Roy Ritchie.

 

When in 2009, Fiat CEO Sergio Marchionne sent his Fiat CMO Olivier Francois to Detroit to take on Chrysler’s marketing, the French man was under the impression, America would buy anything ending in 99. It was he, who -enabled by a fresh European viewpoint- discovered, that the city of Detroit had a greater story to tell then deals offered for Columbus Day

Every one loves her small spot of soil and with a little help from W+K, Olivier Francois managed a series of campaigns that resonated across America and lifted sales an astounding 37%.

Local focus. Morale. Resistance. Imported from Detroit.

Market share for Chrysler increased from 8.9 to 11.5%. Sales figures doubled in the passed year.

 

 

Read the full story by Julie Harper.

 

 

Share on StumbleUpon1Tweet about this on TwitterGoogle+0Digg thisShare on LinkedIn1Pin on Pinterest0Email to someoneShare on Facebook1