Lincoln and Mercury

When Dealer Advertising Meets the Brand

Lincoln and Mercury implemented the "Lincoln Premier Experience" to help its dealership network compete with other luxury brands. Part of the program included financial incentives for dealership advertising compliance. In order to make it easier and more efficient for the dealer to be compliant, Lincoln and Mercury wanted a simple tool that helped facilitate the creation of brand accurate advertising.

The BrandGuard solution was implemented to not only meet the needs of the dealers, but it provided internal efficiencies as well. The solution consists of an online centralized digital asset management system containing all of Lincoln and Mercury's intellectual properties including photographs, artwork, radio and TV spots. The dealers received an online AdBuilder tool with which they can create completely brand accurate and compliant advertising materials in a matter of minutes.