Chevy Commonwealth |
Detroit Bureau on Twitter

Posts Tagged ‘chevy commonwealth’

Ewanick Legacy “Gone,” GM Marketing in Turmoil

Caddy and Chevy accounts shift; will Buick-GMC follow?

by on Mar.14, 2013

Tippett Studios, which created the fantasy world in Jurassic Park, now helps Buick's Encore dodge dinosaurs in a new ad campaign.

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 previously reported, Cadillac also is switching ad agencies.

News You Can Use!

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.


Deja Vu: Chevy Gets a New Global Ad Agency…Sorta

Herding cats?

by on Mar.28, 2012

The Commonwealth Global Board includes four automotive advertising veterans (left to right): Washington Olivetto, Jeff Goodby, Prasoon Joshi and Linus Karlsson.

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.

Be In the Know!

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.”