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Chevy Advertising Now Up For Grabs

Campbell-Ewald will now have to bid for each campaign, though it remains official "agency of record."

by on Dec.18, 2009

Campbell-Ewald will have the Chevrolet Silverado ad business, but loses Malibu, Terrain and Equinox, three growing product lines.

Campbell-Ewald will have the Chevrolet Silverado business, but loses Malibu, Terrain and Equinox, three growing product lines.

Though it officially remains the “agency of record,” Detroit ad agency Campbell-Ewald has just been dealt a devastating blow by Chevrolet, the huge automaker with which it has partnered for eight decades.  The decision could cost the agency hundreds of millions of dollars in the next year alone.

Coming out of its bankruptcy, mid-year, GM officials warned they were going to rethink that long-term relationship, which meant CE could lose some, possibly all of an account that has, in peak years, generated business industry insiders estimate at more than $1 billion a year.

After the proverbial “extensive review,” Chevy has notified Campbell-Ewald it will retain the agency of record title, and will continue to handle the giant brand’s retail business, but the most lucrative work, developing, creating and managing Chevrolet’s national advertising campaigns is now up for grabs.

Marketing Insight!

Marketing!

The competing mega-ad agency Publicis has won the bidding for three of Chevrolet’s most important products, the Malibu sedan, and the Equinox and Traverse crossovers.  Campbell-Ewald will maintain the work on the Silverado and Silverado HD pickups, but in the current market, and looking towards the future, the truck side of the business is looking to steadily decline, experts note.  CE will also do “contextually relevant” work for Chevy’s ad presence during the upcoming Winter Olympics.

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Marty’s Marketing Minutia

Ceco, communicate, comment.

by on Oct.16, 2009

The bow-tie brand has come undone.

It looks like Campbell Ewald, Ceco, if you prefer, may have lost the revolution.

It looks like Campbell Ewald, Ceco, if you prefer, may have lost the advertising revolution.

For almost a century Campbell-Ewald Company (Ceco) has been the custodian of the Chevrolet brand, the creation and production of all its advertising and the spending of billions of dollars in various media.

For much of this time the Chevy-Ceco partnership set the gold standard in an agency/client business relationship. And there has been some extraordinary advertising along the way.

But the past several years have not been the best for the Chevy brand and its advertising agency.

A Revolution in News. Subscribe for Free!

A Revolution in News. Subscribe for Free!

Recent work, including the most recent and insipid “American Revolution” ad campaign was not revolutionary, but ordinary and tepid, at its best. But in all fairness Ceco had little or nothing to work with.  The cars were not revolutionary, but ordinary and tepid at their best.

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