Luxury brands embracing new digital media channels and marketing technology should ensure they do not forget the “personal touch” in their communications, according to Aston Martin’’s Simon Sproule.

Speaking at the Festival of Media Global in Rome, Aston Martin’s global marketing communications director Sproule told delegates he wants the brand to be “accessible” but not “obsessed” with reaching an ever-larger audience.

Instead, he is seeking a “Goldilocks strategy” for the perfect balance of amplification and audience targeting: “We’re not obsessed with the largest audience, otherwise we’d make cat videos all day. It’s important for us, even as a luxury brand, to respect our fan base, but we must also create stories which resonate wider. We want to be accessible, we want to be friendly.”

Sproule said he “makes no apology” of attempting to secure consumers’ attention for longer periods of time, joking, “six seconds isn’t enough time to convey over 100 years of history”. There is a “trend towards experience” which is helping to defeat the “attention span of social media”.

Aston Martin will again take centre stage later this year with the launch of the new James Bond movie, ‘Spectre’, which will help the brand to raise awareness outside of traditional markets, he added.

“The brand is known super well in US, UK, Europe, but we need to get better known in emerging markets, for customers who has great choices. In places like China, James Bond came first and Aston Martin second.

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