What sets Volkswagen marketing apart from the other automotive brands?
We have an emotional brand that people connect with, hence our campaigns are developed with the objective of resonating with our owners, and those who aspire to own a Volkswagen. The love our customers have for their Volkswagen and the generational stories we can be part of, is what we try every day to maintain and strengthen, it's what keeps us motivated and connected.
What gets you excited at work?
The brainstorming process, seeing how a tiny seed of thought can materialise into something great.
What marketing trend do you hope will make a comeback?
None, living in the past is not the best trait as a marketer. It is our job to constantly look at what is trending, what has the potential to attract attention and generate buzz, what's new and fresh. We try to be trailblazers, not followers.
The most underrated marketing tool?
Existing customers. Instead of living in their own "bubble", any brand should look at their owners, they really are the best ambassadors. Beyond any trends, it should be about what customers need, especially as they experience the product on a daily basis. This is what we are guided by.