The Current Podcast: Episode Summary
Episode Title: Stellantis’ CMO Raj Register on Knowing Your Brand’s True North
Release Date: April 9, 2025
Hosts: Damian Fowler and Ilise Loeffring
Guest: Raj Register, Senior Vice President and CMO for North America at Stellantis
1. Introduction to the Episode
In this engaging episode of The Current Podcast, hosts Damian Fowler and Ilise Loeffring delve into a comprehensive conversation with Raj Register, the Chief Marketing Officer of Stellantis North America. Raj provides an insider's perspective on Stellantis' strategic approach to branding, particularly focusing on their recent high-profile Super Bowl advertisements featuring renowned actors Glen Powell and Harrison Ford.
2. Securing Super Bowl Ads
Timestamps: [00:51] - [02:14]
Raj Register begins by explaining the intricate process behind securing Stellantis' Super Bowl advertisements. He introduces the concept of a "jump ball," where multiple advertising agencies are invited to pitch their ideas. Stellantis evaluated over 35 agencies, ultimately selecting two to represent their brands Ram and Jeep.
Notable Quote:
"We allow them to pitch. And based on the pitch, how we brief them, and whoever comes up with the best idea pretty much wins the business."
— Raj Register [00:55]
Raj emphasizes the dual focus on creative excellence and business performance, ensuring that the ads not only captivate audiences but also align with Stellantis' long-term goals.
3. Talent Acquisition: Glen Powell and Harrison Ford
Timestamps: [02:14] - [05:48]
The discussion shifts to the challenges and triumphs of securing top-tier talent for their Super Bowl spots. Glen Powell was a natural fit for Ram, continuing an established relationship and bringing authenticity to the campaign.
In contrast, securing Harrison Ford for the Jeep commercial presented a significant challenge. Initially declining the offer, Raj and his team persisted, refining the script and collaborating with director James Mangold to align the vision. The result was an exceptional commercial that resonated deeply with audiences.
Notable Quotes:
"Harrison was amazing. But that one was definitely like a day by day, you know, how are we going to get this done?"
— Raj Register [05:27]
"It took a while for us to get to where we need it to be. We shot our Super Bowl at three."
— Raj Register [05:23]
4. Campaign Strategy: Power of Choice and Freedom of Choice
Timestamps: [05:54] - [07:43]
Raj elaborates on the thematic elements of Stellantis' Super Bowl campaigns. The Ram ad centered on the "Power of Choice," while the Jeep commercial focused on the "Freedom of Choice." These themes encapsulate Stellantis' commitment to offering diverse vehicle options—ranging from traditional internal combustion engines to hybrids and all-electric models.
Notable Quote:
"Making a choice should be fun... you have the freedom or power to choose the vehicle that's best for you."
— Raj Register [06:08]
By aligning these themes with American values of freedom and personal choice, Stellantis aims to connect deeply with consumers’ aspirations and preferences.
5. Digital Strategy and Tubi Streaming
Timestamps: [07:43] - [09:48]
A standout aspect of this year's campaign was the integration of digital platforms, particularly the unexpected streaming of the Super Bowl ads on Tubi, Fox's free streaming service. Raj discusses the importance of a holistic digital strategy that complements traditional TV advertising, ensuring that the campaign reaches audiences across various viewing environments—whether at home, in a stadium, or on mobile devices.
Notable Quote:
"Leveraging all opportunities from TV to streaming to social, to tell a complete story."
— Raj Register [08:03]
The partnership with Tubi was a serendipitous discovery for Stellantis, providing a novel avenue to amplify their campaign's reach and engagement.
6. Campaign Results and Metrics
Timestamps: [09:48] - [12:42]
Raj shares impressive metrics that underscore the campaign's success. The Ram ad garnered over 200 million views, while the Jeep spot achieved 106 million views across social channels. Social sentiment was overwhelmingly positive, with Jeep receiving a 99% positive sentiment and Ram at 98%.
Notable Quote:
"Everything that we've seen so far has been overwhelmingly positive."
— Raj Register [10:04]
Additionally, Stellantis implemented a 90-day usage rights strategy, extending the campaign's impact beyond the Super Bowl day and enabling localized messaging and continuous consumer engagement.
7. Balancing Multiple Brand Identities
Timestamps: [12:42] - [15:54]
Stellantis manages a diverse portfolio of iconic brands, each with its distinct identity—from Jeep's rugged capability to Ram's robust power. Raj emphasizes the importance of respecting each brand's DNA while ensuring cohesive overarching strategies.
Notable Quote:
"Each brand has its own DNA... that's how I see the brands."
— Raj Register [13:05]
He underscores the necessity of maintaining clear delineations between brands to preserve their unique market positions and customer perceptions.
8. Omnichannel Marketing and the Role of AI
Timestamps: [15:54] - [18:19]
In today's omnichannel landscape, Raj highlights the critical role of integrating various marketing channels to create a seamless consumer experience. He acknowledges AI's complementary role in enhancing marketing agility, targeting precision, and data-driven decision-making.
Notable Quote:
"AI allows us to do things faster, more agile, more targeted, more regional, focused."
— Raj Register [16:12]
By leveraging AI for content creation, data analysis, and campaign optimization, Stellantis aims to deliver personalized and effective marketing initiatives across all touchpoints.
9. Differentiating from Competitors
Timestamps: [18:19] - [20:06]
Differentiation in a saturated market is achieved by steadfastly adhering to each brand's DNA. Raj explains that understanding and honoring their unique brand identities allows Stellantis to stand out without mimicking competitors like GM, Ford, or Tesla.
Notable Quote:
"When you have that as your true north, it's very easy to really understand who you are and where you show up."
— Raj Register [18:43]
This clarity enables Stellantis to cultivate strong, authentic brand perceptions that resonate with their target audiences.
10. Staying Focused Amid Macro Changes
Timestamps: [20:06] - [22:08]
Raj discusses the importance of maintaining focus amidst macroeconomic fluctuations and industry disruptions. By concentrating on controllable elements and establishing consistent, long-term strategies, Stellantis navigates external uncertainties effectively.
Notable Quote:
"Having consistency and sticking to a plan now, you need to have some agility in there to account for things that are more major."
— Raj Register [20:35]
This balanced approach ensures that Stellantis remains resilient and adaptable in a rapidly evolving market landscape.
11. The Balance of Art and Science in Marketing
Timestamps: [22:08] - [24:20]
Raj passionately advocates for the harmonious blend of art and science in marketing. With an engineering background, he values data-driven strategies while recognizing the irreplaceable role of creativity and emotional resonance.
Notable Quote:
"When you bridge the two together and you know how to yin and yang the two, it works... that's where the magic happens."
— Raj Register [22:13]
This duality ensures that marketing efforts are both analytically sound and artistically compelling.
12. Future Obsessions and Marketing Dreams
Timestamps: [24:20] - [25:49]
Raj shares his fascination with modernizing marketing through disruptive technologies and innovative solutions. He is particularly intrigued by the potential of AI to recreate authentic human elements, such as voiceovers, while maintaining the brand's integrity.
Regarding his marketing dream with an unlimited budget, Raj envisions creating highly personalized, one-to-one communications tailored to diverse consumer segments. His aspiration is to accurately correlate marketing actions with tangible business outcomes, such as sales conversions.
Notable Quote:
"Being able to create bespoke one to one communications... and truly correlate a marketing action with a true business like sale impact."
— Raj Register [24:26]
13. Hosts' Reflections and Conclusion
Timestamps: [25:49] - [27:39]
Hosts Ilise Loeffring and Damian Fowler reflect on Raj's insights, highlighting key takeaways such as the importance of brand consistency, understanding each brand's DNA, and balancing data with creative intuition. They commend Raj's emphasis on strategic clarity and the effective execution of omnichannel campaigns.
Notable Host Insights:
- Consistency in branding enhances customer trust and recognition.
- Understanding and leveraging each brand's unique DNA simplifies marketing strategies.
- The balance between art and science is crucial for impactful marketing.
Closing Quote:
"When you have that and it's rooted in everything you do, we don't have to worry about looking or sounding like someone else, because we know who we are."
— Raj Register [27:26]
Raj leaves listeners with a powerful reminder of the foundational role that brand identity plays in successful marketing.
Final Thoughts
This episode offers a deep dive into Stellantis' innovative marketing strategies, emphasizing the significance of brand authenticity, strategic consistency, and the integration of modern technologies. Raj Register's insights provide valuable lessons for marketers aiming to navigate complex brand portfolios and dynamic market conditions effectively.