Mazda is a brand that doesn communicate much in Portgal. Why is that?
JH: We understand that, to be recognised, you need a combination approach taking in “non-traditional” activities such as new media, but also “traditional” above-the-line campaigns. Of course, we would like to have greater media budget. M&P: Is it just a question of budget? JH: No, we have a significant budget in relation to our business, but we also have to optimise it and get the maximum benefit. In the past 6 months, for example, we’ve been on air in Portugal with the ad for the Mazda3. But we have to be realistic, we know we are not big wnough to dominate the media, in any market. That’s why we have to make every effort to ensure that the money we spend differentiates us and secures good levels of recall. MB: Above all, we have to look at all forms of communication, not just TV. Part of what we decided in our conference stems from that: if our objective is to challenge and be different, how can we express this brand personality, in what kinds of “non-traditional” communication shoul
