Perspectives
The Whole Story with Geraldine Davys, CMO, Nissan Australia
We talked to Geraldine Davys, Chief Marketing Officer at Nissan Australia about how she uses news to draw customers through the marketing funnel.
How do we know news is working?
“News continues to be on our media plan, every week, of every month, of every year”
Geraldine knows that in our day-to-day lives we’re bombarded with advertising – whether we’re on the couch watching TV, scrolling through our socials, or driving kids to sports practice.
For her, news offers a uniquely effective platform for advertising – unique because people tend to stop and really focus on the news. Unlike other media channels that are passively absorbed, when we read news we’re actively engaged in understanding and even analysing the information that is being presented. After all, news informs how we go about our lives. So, to use Geraldine’s words, when you’re advertising in or around news “you’re advertising at a point where the consumer is actually focused”.
That’s why news is a key part of her media plan, week on week, and part of the formula that drives Nissan in delivering ROI success.
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