The Challenge

• Inefficient Spending: We found that GM was outspending competitors such as Toyota and Ford while achieving similar revenue, indicating a lack of advertising efficiency.
• Brand Imbalance: Our analysis revealed a significant disparity in how resources were allocated across four core brands (Buick, Chevrolet, Cadillac, and GMC).
• Demographic Friction: We recognized a specific struggle in Buick’s ability to resonate with its intended target audience, requiring a strategic pivot.

The Strategy

• Project Direction: As the Lead, I oversaw the development of a “Revitalized Advertising Blueprint,” coordinating the research efforts of a 5-person team to ensure a cohesive strategy.
• Methodology Oversight: I designed the research framework, utilizing Google Forms to gather primary consumer data and cross-referencing it with secondary market data to ensure 100% accuracy.
• Competitive Intelligence: I directed a deep-dive analysis into the advertising models of Toyota, Ford, and Tesla to identify high-efficiency gaps GM could exploit.
• Strategic Recommendations: I spearheaded the proposal for a “Balanced Portfolio Approach,” moving away from skewed spending toward a model that supports growth for all four brands simultaneously.