Chevrolet’s ad agency defends its work

Article by Christian Andrei, on August 24, 2011

The head of the ad agency of Chevrolet defended the performance of his company last week after General Motors international marketing boss Joel Ewanick made comments. According to Ewanick, he has "seen grade-A work" from Goodby, Silverstein & Partners, which is the San Francisco agency behind the "Chevy Runs Deep" campaign that started last fall.

Ewanick complained that the ad agency has not been consistent. "We need to find our stride where it's always at that level."

The agency’c co-chairman, Jeff Goodby, did not directly dispute Ewanick's statements on the consistency of the agency's performance, according to Autonews.

However, he did not back down, either. He argued that if the agency has done things wrong, he thinks that it has done them in “lackluster ways and haven't made any big mistakes." He further stated that the agency had “some high points and other things” that it struggled with, “but the high points have been high and have worked."

Among the examples he shared is what the agency has done for Cruze, which has “been arguably working in the market." In addition, he pointed to the agency's performance on behalf of the plug-in hybrid Volt, and in promoting Chevrolet's engineering, as having "all been good for the brand."

Moreover, he shared that the "Chevy Runs Deep" theme will continue to benefit the agency. He added that “when all things are equal, it becomes a tiebreaker for the Chevy brand" by playing up Chevrolet's heritage as an American classic.

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