Our founder, Jim Campbell studied for a BA Honours Degree in Marketing at the University of Strathclyde, and an MBA at City University.
Jim has conducted Marketing Director roles at UK and Global level and has successfully led a number of marketing teams in the development and implementation of brand strategy. He has an excellent grasp of marketing strategy development from both the client and agency side for some world famous brands. During his work on Jaguar with Wunderman he gained specific understanding of customer databases and he continues to work in this area with partner companies specialising in Strategic Customer Research and Eco Auto Research.
Sutherland Campbell has specific expertise in managing marketing budgets at all levels up to STG £50m. This includes budget allocation across all marketing channels and PR. It also includes agency supplier selection and management as well as fee, target and contract negotiation. This expertise extends to the selection of agencies to match the required cultural fit and motivation of agencies to work together cohesively.
Oxford Brookes University
The marketing challenge was to successfully launch the Sustainable Vehicle Engineering Centre (SVEC) as a leading Research Centre in the field of automotive sustainability. Sutherland Campbell's strategic advice included special focus on electric vehicle technology and research as a means of establishing and building SVEC's profile.
- Academic Partner on BMW's MINI E trial
- Lead Research partner on all TSB's low carbon vehicle trials
- UK Partner on EU E-Mobility Accelerator project
- UK Associate Partner on EV BATTERIE project
- Partner in the Oxfordshire EV Consortium
Freelander
The marketing challenge facing Land Rover prior to the launch of Freelander required a strategic approach. Brand awareness, consideration and loyalty had developed through a closely defined product range, positioned directly in Land Rover's traditional 4x4 heartland. The success of Freelander required a fresh approach, namely to update and bring relevance to the overall Brand Strategy & Promise and to clearly position the new product as a Land Rover first and foremost. To succeed in the marketplace, Freelander had to appeal to a younger and much more female audience as well as to buyers of more mainstream cars. This image requirement was satisfied by careful attention to product specification, communications style & content and media selection.
- Achieved Freelander sales of 20,000 units from a zero start in a new market segment for Land Rover.
Range Rover
The approach for Range Rover in Asia Pacific was to acknowledge that the key buyer group viewed the product as a truck as opposed to a luxury vehicle. The main car of choice for successful Chinese businessmen was a Mercedes Benz. A sedan style car with the 3-pointed star as opposed to an SUV. The strategy adopted recognised, that the first car of choice in the family for business was a Benz, but when on leisure time the ultimate luxury choice was a Range Rover.
- Range Rover sales in Asia Pacific increased ten fold.