They’re out. And they’re in. No, they’re out now, too. And they’re in!
If Joel Ewanick’s departure from Hyundai – spending a brief minute and a half at Nissan before becoming CMO of General Motors — made waves, then his latest move is setting off a tsunami. No, Ewanick seems entrenched at GM, but one of his first moves has been to swing the ax at Publicis Worldwide – which was the Chevrolet agency of record only about as long as Ewanick was at Nissan.
Instead, he has appointed Goodby Silverstein Partners to handle the mega million dollar Chevy account, a decision of epic proportions.
The fact that GM CEO Ed Whitacre relinquished some of his very tight marketing managerial reins to Ewanick amounts to more than a transfer of plenipotentiary powers to a proven automotive marketing executive: it evidences a genuine concern for the demands of proven professional marketing counsel to supervise the plans and programs for GM’s largest and most important brand.
Ewanick’s marketing chops have been well detailed, documented and discussed (Click Here for more on his move to GM and background at Hyundai), but how much has been revealed about the new agency over the past day or so? Not much … until now. Following is a bit of information gathered from their website goodbysilverstein.com and various industry publications:
The new Chevy agency was incorporated in 1983 as Goodby, Berlin & Silverstein by co-founders Jeff Goodby and Rich Silverstein who had worked together at Ogilvy and Mather in San Fran with then freelancer Andy Berlin. The agency started with limited funding yet landed prestigious accounts. In 1992 Omnicom, Inc. purchased the agency, in 1993 Berline left the agency and in 1994 the name was changed to Goodby, Silverstein & Partners, and just ten years later in 2004 Jeff Goodby and Rich Silverstein were inducted in The One Club Hall of Fame for Advertisers.