Lutz gives himself 6 months to overhaul GM advertising

Posted: Aug 04, 2009
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Bob Lutz returned from retirement to head up General Motors Company’s marketing and communication – and he’s not about to slack off on the job either.

Six months from now, “if GM ads look the same as they did six months ago then somebody really needs to ask, ‘Why is Lutz here?’” Lutz said in an interview with Automotive News.

He said that he wants ”recapture the attention of the American public” and said that ad agencies that don’t come through will be put up for review. He said that his plan includes changing the way GM works with its ad agencies and shifting to a more product-driven advertising.

Lutz said that he will also give GM designers the power to have influence on the overall look and feel of a campaign of a new vehicle launch. He said he will also use the Internet to develop viral ad campaigns.

“We have to move fast, and we have to move powerfully because we’re coming from behind,” Lutz said. “We have this obstacle to overcome called negative perception.”

- By: Kap Shah


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  • zermatt

    With my DVR the only commercials that I will watch are the ones that get my interest. A barley visible Kate Walsh is not one that I will reverse gears for.

    If Lutz wants me to watch GM commercials, he is going to have to hire the the Swedish Bikini Team and other spokes models like them.

    I may be shallow, but I know what I like.

  • kieran

    if they can stop all of the stupid and annoying dealer paid-for commercials on tv that would be great. Nothing cheapens the image of a car more then a bunch of overweight idiots jumping around a parking lot in front of a sea of cars with the hazard lights flashing.

  • GMfan87

    haha i'd watch that

  • Scarlet Pimpernel

    Lutz is a giant LUG HEAD ! Instead of making the advertising agencies the scapegoat for past product and sales foibles he should warn his product designers and engineers that if THEY don't “come through” with designs that attract buyers to GM products than THEY will be put up for review. Wow, it seems soooo typical of the Obama Administration to talk a grey deal about helping foster a new and healthier GM, only to leave the same mangement fossils in place to direct the strategies of the New GM. If you took down all the names of tv designers and engineers and product mngers who were associated with the old GM and cpared their names to the lost of those working in similar functions in the new GM you would find practically no difference. Prepare to be let down by 60 year old designers designing garbage.

  • GMfan87

    haha i'd watch that

  • Scarlet Pimpernel

    Lutz is a giant LUG HEAD ! Instead of making the advertising agencies the scapegoat for past product and sales foibles he should warn his product designers and engineers that if THEY don't “come through” with designs that attract buyers to GM products than THEY will be put up for review. Wow, it seems soooo typical of the Obama Administration to talk a grey deal about helping foster a new and healthier GM, only to leave the same mangement fossils in place to direct the strategies of the New GM. If you took down all the names of tv designers and engineers and product mngers who were associated with the old GM and cpared their names to the lost of those working in similar functions in the new GM you would find practically no difference. Prepare to be let down by 60 year old designers designing garbage.