General Motors recently announced that the Chevrolet advertising account, which was held by Detroit-based ad agency Campbell-Ewald since 1919, would be going to Paris-based Publicis Worldwide. Now GM’s new marketing chief, Joel Ewanick, is saying Chevrolet will entrust advertising to Goodby, Silverstein & Partners instead.
The sudden switch essentially undoes the previous decision to transfer creative work to Publicis. Ewanick, who led marketing at Hyundai Motor America, previously worked with Goodby while serving as CMO of the Korean brand.
This move is good news for Campbell-Ewald as well, as Chevy’s old agency will reportedly be rehired for retail and sponsorship work.
The shuffling of agencies somewhat mirrors the shuffling of GM’s management in recent months. Despite these changes, Ewanick’s work with Hyundai has certainly paid off, so perhaps his recent efforts at his new employer will help will improve GM’s marketing.
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