As one of the most premium and storied brands in the auto sector, understanding and working with this kind of marque is a learning experience of a different world. Although the scope and scale was minimal compared to other brands, the specific needs of a boutique brand required close attention to detail. Handling the logistic with show managers and the value of the vehicles on-site was extremely important.
In-depth and detailed view of the Infiniti program from both the vendor side to the client side. On vendor side, the responsibilities included account services (design, production, installation, logistics) for 74 auto shows, Infiniti Tournament of Champions golf, and U.S. Open Tennis. On the client side, the responsibilities included the department lead manager, brand advocate, hiring, budget, legal, negotiations with show management, dealer meetings, directing regional marketing managers, contracts, and presentations to board members.
German Premium Car Brand
New Build, Transition Management/Incumbent To New Supplier
The client's auto show program was acquired by a competitive bid process which involved a creative process while pricing out thirty (30) shows, logistics and operational costs. Once the business was acquired, it involved transitioning the existing properties while implementing the new build in a roll out fashion across the US auto show circuit. New relationship building was integral in establishing a long term trusting relationship.
American Isuzu Motors
Agency Partnership & Communications
Creative Services, Engineering & Production
Exhibit Manager, Marketing & Ad Agencies (partnership)
This program was design and build only. The logistics were handled by (I & D Services), now known as Nth Degree. Sharing the client relationship with an exhibition labor company needs to be handle differently. It’s a different experience not being able to control the final installation of the architecture of the show floor. Communications between builder, installer and client are key to manage expectations. Implemented a new exhibit program to include creative design, engineering and production.
Volvo Cars of North America
On Boarding New Client/Transition
Branded Architecture, Operations & Logistics
VCNA was located in Rockleigh, NJ while the exhibition partner was located in Pittsburgh. It proves that distance does not limit the possibilities and options when executing a large program. The account was transitioned from the incumbent to a new supplier based on a competitive bid RFP that was heavily weighted on the best creative solution. In addition to ideation, the new build was all implemented from Pittsburgh. Working remotely with the most cost effective partners and the most knowledgable account people can make for a productive long term relationship.
New Program Development
Operations & Logistics
KIA USA launch was in 1992. The company carefully expanded their reach, one area at a time. The next step was entering the auto show circuit. The auto show program origination, development, and budget was needed to complete the implementation throughout North America. Pugh being both vendor and client introduced the KIA Executives to the auto show managers. In addition, writing a full scope and program roll out including all needed for properties, schedules and expected budgets.
The bid process was driven by Purchasing. It involved 6 months of negotiations starting with a complete breakdown of capabilities and then proceeded to how the capabilities were different from the competitors and how they provided exceptional value. After that stage, we discussed the most important part of a potential long term relationship, “transparency”. We dug deep into the rates and costs of every component of the exhibition program. Labor rates, account management rates, mark-ups, sub-contractors, design, engineering, transportation, etc. After complete transparency and detailed discussion, we came to an agreement on all related costs. We were awarded the 5 year contract shortly thereafter.
As one of the most valuable brands in any industry in the world, this account required that all support partners communicate and work together for the best outcome. This involved working closely with the company in Germany, its architectural agencies and production suppliers. This experience proved to be very valuable when executing properties engineered and build in Germany, while modifying them for the American labor market and installation time frames. Understanding the difference between the two styles would allow us to work with any overseas partner to find the right resources in the US to complete all necessary work for the best price. Procuring the best cost for our overseas partners would be key.
Mitsubishi Motor Sales of America
Remote Transition Management/Incumbent To New Supplier
This new acquisition was unique in the sense that the new supplier (Creative Productions) had no automotive clients and the client (MMSA) was 3000 miles away from the new supplier in a time zone with a 3 hour difference. The new business involved a competitive design/program RFP.
The program acquisition was a competitive bid which involved a creative and immersive component to the RFP. The architecture and technology based interactive needed to be scaleable to four (4) different configurations: Global, National, Regional and Dealer kits. The challenging component was to develop the ideation within the capital and operation budget perimeters. The cost of ownership for new properties with a life span of 3 - 5 years needs to be carefully analyzed prior to implementation.
The ability to work hand in hand with an ad agency to design the first three dimensional architecture and brand messaging for a new automotive brand was a valued experience. We launched this brand in the US at the 2001 at the Los Angeles Auto Show, by revealing its in an intricate immersive environment and production. In addition, the opportunity to work with a different agency presented itself in 2015.