Frank Morabito, Executive Creative Director and Partner at Spinach Advertising presented on What's Wrong with Auto Advertising at Mumbrella's Automotive Marketing Summit.

1. WHAT’S WRONG
WITH AUTOMOTIVE
ADVERTISING?

2. 5 STEP
IMPROVEMENT
PLAN

3. BUT FIRST,
A SHORT HISTORY
LESSON

10. TODAY,
MOST BRANDS
ARE GOING IN
THE SAME
DIRECTION

15. STAND FOR
SOMETHING

17. 1. DEVELOP
A SHARED
PURPOSE

24. 2. AUDIENCE
FIRST, NOT
FEATURES
FIRST

26. THINK LIKE A STORYTELLER

27. PIXAR’S 22 RULES OF STORYTELLING
RULE 2: YOU GOTTA
KEEP IN MIND WHAT’S
INTERESTING TO AN
AUDIENCE, NOT
WHAT’S FUN TO DO.

28. 3. GET NOTICED,
BUT BE REMEMBERED
FOR BEING AN
AUDIENCE FIRST
BRAND.

29. 1000 ADS PER DAY
NOW 4,000 TO 10,000
ENGAGED ALL DAY,
EVERYDAY.
WHAT’S IN IT FOR ME?
IF YOU’RE IRRELEVENT,
YOU’RE INVISIBLE

31. 4. STAY ON
MESSAGE
EVERYWHERE,
ALWAYS.

34. 5. CUT THE NUMBER
OF SPECIALIST
SUPPLIERS

35. OR GET A GREAT
GUARDIAN
5. CUT THE NUMBER
OF SPECIALIST
SUPPLIERS

37. 2023

39. 1. DEVELOP A SHARED PURPOSE
2. AUDIENCE FIRST,
NOT FEATURES FIRST
3. GET NOTICED, BUT BE REMEMBERED
FOR BEING AUDIENCE FIRST
4. STAY ON MESSAGE –
EVERYWHERE, ALWAYS
5. CUT THE NUMBER OF SPECIALIST
SUPPLIERS. OR GET A GREAT GUARDIAN