IMC EPISODE 8 : Authenticity, Engineering & Salience with Marketing of Volkswagen, Bridget Harpur

Watch as we talk to Bridget Harpur, Head of Marketing at Volkswagen, about the unique challenges and triumphs of automotive marketing.Bridget shares why recognising the C-suite's importance is fundamental to business success, it's not just about awards, it's about driving actual business results. She delves into the world of brand salience (being top-of-mind) and also offers brilliant insights into the influencer space for high-value, emotional products like cars.Learn how brands are successfully shifting their focus from sharing what they are about to showing consumers how they fit into their daily lives.