General Motors’ marketing operations are a step short of chaos, according to sources close to the maker, with two of GM’s most important brands set to review – and likely make major changes to – their ad agency partnerships.
Chevrolet is the latest to be looking for new talent after a disappointing effort to turn to an unusual partnership between two of the advertising industry’s largest agencies. The largest of the GM brands is also getting a new global marketing chief of its own next month. As TheDetroitBureau.com previously reported, Cadillac also is switching ad agencies.
The reported moves mean that the legacy of former GM global marketing czar Joel Ewanick is largely “gone,” according to an industry veteran. Ironically, it appears that the latest shake-up involves a game of musical chairs, some of the agencies coming back to GM having had long associations with the maker in the past.