Hasta La Creative!

DETROIT (AdAge.com) — Michael Persson assumed his post as director-global marketing communications of Volvo Cars at a tumultuous time: just a few months before Ford Motor Co. announced it had begun a strategic review of the brand — and despite speculation that Volvo was going on the block following Ford's sale of Jaguar and Land Rover.

Unless you’ve been living under a rock for the past couple of days, you’re well aware of GM’s bankruptcy protection filing. To assuage the buying public, GM has unveiled a commercial explaining “the new GM,” guaranteeing a leaner, greener company that makes better cars than ever before.

I’m all for corporate transparency, but I have to wonder if the “Reinvention” spot is enough to save the troubled automaker. I think it’s safe to say that public distrust in the automotive industry as a whole is high – especially when auto officials are arriving in private jets to beg the federal government for bailout money.

How does this spot bode for the future of automotive advertising? Is it enough to entice consumers to buy American again?

I think it’s a step in the right direction, but I also think that it signals a change in the way automakers and dealerships place their ad buys. Existing on a campaign of print and broadcast is not enough anymore. If companies want to win the automotive war, they need to regain credibility with the public by actively engaging them. After all, you have to at least shake someone’s hand before you reach for their wallet.

Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via twitter, LinkedIn, or her blog.

LONDON – Mobile network 3 is to give away a CD/DVD in stores that highlights the capabilities of its INQ1 phone in the form of video reportage from Tokyo.

LONDON – Stella David, the chief marketing officer of Bacardi, is stepping down from her role after 15 years.

LONDON – The London Evening Standard’s average circulation fell by 29.78% year on year and 19.9% month on month, to 210,901 in May, despite its much publicised relaunch, according to the latest ABC figures.

LONDON – Andrew Davis, who worked on the launch of MySpace in the UK, is developing a social media course for secondary schools.

LONDON – California governor Arnold Schwarzenegger is using YouTube to campaign for the return of the Fifa World Cup to the US in 2018 or 2022.

LONDON – The Local Radio Company has sold Bournemouth-based radio station Fire, in the first major move since William Rogers’ UKRD beat TLRC chairman Anthony Gumbiner in its bid to buy the radio company.

LONDON – MJ Media, the independent media planning and buying agency, was among six agencies to become members of the Institute of Practitioners in Advertising yesterday.