As Buick turns 100 on May 19, it draws from a rich past to effectively chart its future.
With a history that includes 35 million Buicks built in the 20th century, the car company started by William Durant is "in brand mode," says agency Executive Creative Director David Moore. "We're trying to rebuild what the brand means these days."
Moore should know, as he oversees a staff of 45 at Buick's agency of record, McCann Erickson in Troy, Mich., a unit of the Interpublic Group of Companies.
It is the Buick group under Moore, and led by creative directors Tom Parr and Michael Joiner, that is trying to move the brand forward on the agency side by using the long-deceased historical figure of Harley Earl and golfer Tiger Woods as brand spokesmen.
This is supported on the company side with better future product that will be targeted toward people between the ages of 45 and 59.
"Welcome to the next act," says Randall Tallerico, Buick's advertising director. "This new campaign blends style and humor and draws upon inherent strengths of the Buick brand."