Brand responsible for?
Auto Trader.
What are your main priorities over the next 12 months?
To drive demand for our customers – dealers, car manufacturers, motoring brands and private advertisers – by continuing to position Auto Trader as the world of motoring for all motorists (web, mobile and magazine).
Agencies used?
Hurren Moseley Dawson & Grimmer, Diffiniti and MediaCom.
Has the recession had an impact on your advertising campaigns?
It has hurt consumers and customers, plus changed the shape and behaviour of the automotive sector. We are having to work harder and in different ways on their behalf to continue our progress.
Auto Trader operates in an increasingly competitive marketplace – how has your media strategy tackled this?
The World of Motoring campaign has resulted in spontaneous awareness of Auto Trader rising 10 points, a growing propensity by motorists to use other products/services, and Autotrader.co.uk achieving 10 million-plus monthly unique users, which in turn has translated into improved response for our advertisers.
What has been your most enjoyable campaign to date?
The World of Motoring campaign. We set out what success looked like and achieved our objectives to create a comprehensive consumer campaign, involving off and online, social media and PR, B2B and internal communications.
How has your career background prepared you for your current role?
I have 10 years’ experience at Trader Media Group on the executive team, plus an automotive background, ranging from trucks to fast-fit to car components.
If you could get one message out to media agencies what would it be?
Understand what success looks like for your clients in their language and currency.
