CLIENT
Subaru of America
Alan Bethke, Senior Vice President, Marketing
Kerry Ann Nolan, Integrated Advertising Manager
Rob Font, Director, Digital Marketing Communications
Ashley Estes, Brand Advertising Production Specialist
Brian Cavallucci, National Advertising Manager, Marketing
Kirsten Anderson, Advertising Production Specialist
Jack Kelly, National Integrated Media Manager
Mary Alicia Devine, Marketing Research Manager
AGENCY
Marcus Fischer, Chief Executive Officer
Randy Hughes, Executive Creative Director, Senior Partner
Brynn Hausmann, Senior Executive Content Producer, Partner
Brad Williams, Managing Director, Partner
Neil Goodspeed, Director of Media, Senior Partner
Caroline Rudzinski , Account Director
Jennifer Kern, Group Media Director
Meagan Pagliara , Planning Director
Betsy Burgeson , Group Media Director, Partner
Dean Buckhorn, Group Creative Director
Meredith Paul, Project Management Supervisor
Brad Harrison, Creative Director, Partner
SUMMARY
Subaru vehicles have always been safe. But amid endless tech features and larger marketing budgets, Subaru didn’t stand out and sales stagnated.
Then, an idea: make safety about the people, not the cars.
Over 11 years, we’ve transformed safety from an expected product feature to an emotional brand equity. Our safety advertising measurably drives consideration and Subaru beats all competitors—even Volvo—on perceptions of safety.
Where competitors “buy” customers with incentives, Subaru has steadily decreased incentives and grown demand through brand-building, massively outperforming the category on sales.
