After a six-month review Chevrolet has finally selected a new agency for its global creative work – called Commonwealth — from a new company formed of formerly very competitive ad agency holding companies – Omnicon Group and Interpublic Group – and that’s a first.
The new creative company will be led by executives from San Francisco-based Goodby, Silverstein & Partners, an Omnicom Group company which handled Chevy in the U.S. and New York-based McCann Erickson Worldwide, an Interpublic Group company which was the agency of record for Chevy elsewhere in the world. The new company will be located in Detroit replacing the 70, yes 70, agencies currently working on the brand globally.
This may be a new creative group for the storied brand but it wasn’t the creative product that caused the switch-merger-consolidation, it was the cost savings. Joel Ewanick, GM Vice President and Global CMO noted, “The consolidation is expected to create about $2 billion in savings over the next five years, with a portion used to take advantage of key global marketing opportunities and strengthen the focus on our global Chevrolet brand, and a portion hitting the bottom line.”