By Peter Sorgenfrei
Ad Age has a poll asking if auto marketers are hurting themselves by moving business out of Detroit? As of this writing, the poll is almost 50/50.
My vote was yes and in their comments I put the following:
It is a tough one:
You have to have physical proximity to the actual product as it is being developed to start your ideation process. Basically get the marketers involved earlier in the process, not as product developers, but as participants to understand the entire chain that leads to the product they will have to market.
On the other hand, can you get the most talented people in the industry to move away from New York, SF, and other more ‘attractive’ places to move to Detroit and its suburbs. Maybe not.
What matters more than anything else is the agencies ability to staff the accounts with people who are truly passionate about cars, that understand the product, the industry, and its diverse consumer groups. So if they are somewhere outside of Detroit, go find them, then convince them to either move close to where the product is developed or at least spend a lot of time there….
So – what do you think?