Mighty, Adventurous and Ambitious: Kimberley Gardiner, VP & CMO, Mitsubishi Motors North America

What did you do before your current role and what drew you to Mitsubishi?

Before coming to Mitsubishi, I served as Director of Marketing for Kia Motors America, where I led the development of a new enterprise-wide brand strategy that supported Kia’s overall go to market strategy, internal communications and dealer engagement. I have nearly 20 years of experience in automotive marketing.

I currently am the Vice President and Chief Marketing Officer (CMO) for Mitsubishi Motors North America, Inc. (MMNA). I am responsible for overseeing all marketing communications activities for MMNA in the United States, including digital and broadcast advertising, creative development and deployment, strategic short- and long-range planning, digital marketing, retail marketing and data analytics.

Mitsubishi’s challenger brand status is what drew me here. We’re at a moment in time where the automotive industry has to change the way it markets to its customers and delivers its customer experience. Every touchpoint of the customer journey must be challenged and rethought. It’s a very hard thing for a brand to do, but Mitsubishi is ready to do things differently and challenge the status quo of the industry.

What does the Mitsubishi brand stand for; what are its values and brand positioning?

Defining what the brand stands for is a major project that we are taking on as a team at MMNA. Our new message in the marketplace will be a small batch, curated lineup. We’re a small brand, but small can be big, mighty, adventurous and ambitious. We’re committed to do a lot with a little – providing the best quality with the best value while being small. We’re small and nimble, yet adventurous, hard-working and appreciative of our customers.

What do you believe is the biggest issue the brand is facing today and how do you intend to combat it?

Without a doubt our biggest issue is familiarity and consideration with consumers; we need to get back on the consumer’s radar. This is no small task; we’re operating in a highly competitive market with many brands trying to grab market share. Growth is flattening out and technology is quickly changing customer expectations. Today, more than ever, we have to be clear about who we are as a brand and act accordingly.

The solution has to go beyond paid advertising. We can’t just throw money at an idea; we need to be clever and stand out for doing things differently. The solution is not just another campaign effort. Consumers aren’t sitting on the couch waiting to watch a commercial.  Brands like Mitsubishi must reach out to and connect with consumers in new ways. And our actions need to speak as loud as our marketing.

The automotive industry has a reputation of being a “boys club.” How would you describe the culture?

I wouldn’t necessarily say that. The industry has been gender-unbalanced for quite some time and there should be balance. However, being balanced goes beyond gender, the industry also needs diversity in thought and viewpoints within executive teams so we can bring different solutions and ideas to the table. That diversity of thought is something that Mitsubishi really values.  The culture here at Mitsubishi is open-minded, team oriented and highly collaborative. Willingness to try new things is welcomed and encouraged.

AdForum applauds women like you and GM CEO, Mary Barra breaking into the automotive c-suite. How did you do it and are you seeing any changes now that women are moving into senior leadership roles?

Marketing is so dynamic and is rapidly adapting and evolving, with new tools and platforms coming almost daily. What’s helped me in my career is having a diverse range of marketing experience: high level of strategy, experiential, digital, social, analytics along with traditional advertising. I’ve held all these roles, so I’m equipped to look at marketing opportunities from different points of view (POV), and also with various solutions in mind. I tell women I mentor to come to the table with a POV on how to tackle problems and issues, especially in automotive where we need new thinking.

Turning to advertising and marketing, what is your favorite current ad campaign or brand activation? In other words, which brand inspires you with their ad communications?

Since I don’t watch linear television programming (I was an early cord cutter) I don’t really follow commercials in the traditional way - I’ll seek them out on YouTube and in my social media feeds.

That said, I really like the Yeti product integration they’ve done recently in airline onboard programming. Not a typical “brought to you by” message,…but rather a very authentic integration of their product into an interesting piece of content all about the outdoor life. That’s ultimately what marketing communications should be about.

What is the hardest thing about searching for a new ad agency or briefing your existing one?

We’re all creatures of habit and like to stick to what has worked in the past. One challenge is finding talent or partners that don’t think like a traditional agency or agency model. The shift in priorities and demands from today’s customer and with budgets that must work smarter and leaner for us, we can’t continue to follow an old model.  An agency partner that thinks holistically, across discipline and function is vital. We can’t be a small version of every other auto company and we’re gravitating to partners who understand that dynamic. I want agencies that look at other challenger brands in other categories and find inspiration. Agencies that are progressive in their business model and thinking are greatly valued.

How do you as a successful woman plan to inspire the next generation?

In our industry in particular, there is significant opportunity for young people (especially women) to help evolve, transform and change the business model. Technology is changing the way consumers look at cars and driving.  When you think about it, cars are a technology product on wheels. We need next generation talent that sees exciting opportunities in that idea, and can help us make cars more relevant to our target audience in new ways.