GM is reviewing Chevy’s creative agencies to slash cost and unify message

Article by Anita Panait, on January 16, 2012

General Motors is conducting a worldwide review of around 50 advertising agencies working with Chevrolet with the aim to cut cost and consolidate the brand’s global message. Joel Ewanick, GM’s marketing chief, said the company would engage "ideally a couple" of firms for its creative work, with five as "terrific" number. Ewanick‘s team also is conducting a global review of the media-buying agencies that assist the company in deciding where to advertise.

The process may trim the number of agencies from around 30 today to about five, Ewanick said. GM was soliciting pitches for Chevy from four large advertising firms as part of the reviews. Dozens of smaller advertising agencies are also hoping that GM would still let them pitch for Chevy.

Ewanick told Automotive News at the Detroit auto show that the goal of the review is to cut costs while improving the quality and consistency of Chevy's advertising worldwide. "It comes down to trying to find the efficiency, but at the same time you want to find ways to elevate the quality of the work globally," Ewanick said. GM’s marketing chief expects the review to be completed by the end of January.

GM’s long-time rival, Ford Motor Co., is also implementing a similar process, Jim Farley, vice president of global marketing, told the Automotive News World Congress.

For the 2012 Silverado, Chevrolet made sure to put in various improvements in order to have enhanced connectivity, comfort, and appearance. With this, Chevrolet has managed to strengthen the Silverado’s position as the most diverse and most capable range in its segment. Some of the redesign includes having the chrome mesh grille complemented with a body-color surrounds (LTZ) or chrome surround, (LS and LT).

In addition, the LS and LT versions will now have the lower bumper of its fascia painted in silver. When compared to 2-wheel-drive versions that have no tow hooks, the lower bumper is more aerodynamic. New as well is the aluminum chrome-clad 20-inch wheel. A total of four new colors for the exterior are added which are Carbon Flash Metallic, Graystone, Mocha Steel Metallic, and Silver Ice Metallic.

According to Chevrolet Truck marketing director Maria Rohrer, the performance of the V8 engine in the Silverado has long proven it was dependable and had excellent fuel economy.

However it has been found out that a wide range of models remain strong especially on truck customers as through July of this year, sales of the Silverado increased up to 7%, she added. Rohrer continued by saying that for the 2012 version, the changes include improving the capability and ruggedness of the model while having an update and fresh design.

To make driving more fun and convenient, Wi-Fi systems and navigation radio have been added inside, she related. In addition to the navigation radio, other changes on the interior include new design for the front-end with seats now having a cooling and heating function, though this is solely for LTZ variants. A White Diamond Edition is offered which improves both comfort and appearance.

Since the screen now has a hard drive integrated to it, there is no longer any need for map data to be in discs. While there is a Wi-Fi system as mentioned, offered as well is USB connectivity and Bluetooth.

There is also the SiriusXM satellite radio and OnStar, features that are exclusive to this model. All of the Silverado 1500 units will come with the StabiliTrak, an electronic stability control system which includes the Hill Start Assist and Trailer Sway Control. This control system helps in ensuring performance no matter what the road situation is or what the driving condition may be.

This control system though is not available for the Hybrid models. For the interior, two new color combinations are offered which are Light Cashmere/ Dark Cashmere and Light Titanium/ Dark Titanium.

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