Only a year
ago, VW was gearing up a huge marketing campaign to relaunch a revamped Rabbit
and Jetta in a bid to recapture its niche as the affordable, stylish European
car of choice for younger buyers. VW hired former MINI USA marketing chief
Kerri Martin, who recruited super-hot U.S. ad agency Crispin Porter + Bogusky.
The plan, as chronicled in Part 1 of this case study, was to create a VW
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