• Brandweek , Monday, October 20, 2008 11 AM

Another sign that bottom-line metrics are in the ascendancy comes from this Brandweek story reporting that the launch campaign for the Ford F-150 that begins next month may be the last "big-bang" automotive campaign we'll see for a while.

"The days of spending millions to launch every vehicle has seen its day," says Art Spinella, president at CNW Marketing.

The marketing campaign for Kia's Rondo is presented as model of what's happening. It was trickled out to dealers in the fall of 2006 in relative silence as it prepared for a full-on launch in February 2007. There was no TV, little print and some Web.

"You can't afford to sustain TV for months," said Ian Beavis, who at the time was Kia's vp-marketing and is now evp and executive client services director at media agency Carat. "The departure from big bang launches is totally a function of ROI."

Read the whole story at Brandweek »