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Once we meet them, we need to get to know them, more than ever before. That might translate to being more targeted with our television ads, or a greater emphasis placed on digital channels that allow for more personalization. With the restrictions and concerns we’ve all been dealing with, it’s critical for us to meet customers where they are. Q: Can you speak to the challenges of marketing automobiles in a pandemic, on top of a struggling economy? Now that sales are picking up again, what does a brand like Volkswagen need to do to stand out?Ī: The past year has taught us that we need to accelerate transformation in our industry, especially in marketing. We recently spoke with the Senior Vice President of Marketing on the challenges of the past year and how she plans to stand out in an era where standing out is the new normal. In a mature category with established competitors-and a recent wave of solid newcomers-Gardiner knows the importance of differentiating VW’s brand to potential buyers and repeat customers.
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With more than 21 years of experience in automotive consumer messaging, she has assumed lead of Volkswagen of America’s marketing efforts at an extraordinary time for both brand and the entire passenger car industry. Herndon, VA - Kimberley Gardiner’s approach to marketing is simple convey smart attitudes based on human truths.