Pontiac Seeks Its New Brand Mojo

Video Interview With Marketing Director Mark-Hans Richer

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Mark-Hans Richer makes no bones about the size or complexity of the problem he faces as Pontiac's marketing director. His brand, he admits, has lost its mojo and needs to find a new identity and emotional connection with car-buying consumers. Watch the seven-minute video interview with Mark-Hans Richer, marketing director of Pontiac.

"Pontiac's singular challenge is to reestablish our social credibility," he says in this video interview. "Consumers need to feel proud of it and talk about it at barbecues and be OK with having a Pontiac in their driveway and not have people ask 'Why'd you buy that?'"

The 39-year-old became Pontiac's top marketing officer in 2004 and was the carmaker's advertising director before that. He's been responsible for a series of colorful, high-profile brand promotions including the G6 giveaways on "The Oprah Winfrey Show," the design project for Pontiac's new Solstice roadster brochures on "The Apprentice," the Torrent giveaways on "Survivor Guatemala" and the giant "Pontiac Garage" billboard and music stage in Times Square.

Mr. Richer joined GM nine years ago and, prior to his move to Pontiac, was advertising director at GMC, where he came up with the "Professional Grade" brand positioning that helped change the fortune of that brand. Prior to that, he worked on the McDonald's, SC Johnson Wax and General Mills' Big G cereals accounts at DDB Needham in Chicago.

A native of the Chicago area, Mr. Richer received his MBS from the University of Michigan and a bachelor of arts degree in history from Northwestern University.

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