Advertiser> Saturn

Based: Detroit, MI

Agency: Goodby, Silverstein & Partners, SF, agency of record since February 2002. According to GS&P, Saturn and its agency "work together as marketing partners rather than just client and agency".

Account size: $300 million US plus annually; one of GS&P's biggest clients. Most of the budget is aimed at TV.

TV ad spend: Increasing. Runs primarily in the US (some in Canada).

Philosophy: "People and cars, in that order."

Commercial forte: "Humanity. It can be funny, it can be emotional, it can be smart - just as long as people are part of the equation."

Most fun/effective commercials: "Sheet Metal", "People Shopping" and the ION series.

Favorite director: Noam Murro.

Awards: Cannes Gold Lion, NYAD Gold.

Boards rock-o-meter: 8/10 - Saturn wisely hired GS&P to bring quirky human touch to a rather stolid car.

GS&P says: "Please buy a Saturn. It would really solidify our status as agency of record, and we know you want that for us."

What's next: "Whatever we do, it'll be different from what we've done. Our number one goal is not to repeat ourselves."

WEBFILES:
Saturn> http://www.saturn.com