GM shifts 2014 Chevrolet Silverado advertising to Leo Burnett

Article by Christian Andrei, on December 24, 2012

The 2014 Chevrolet Silverado will be launched next year but before that takes place, General Motors has decided to change to another creative advertising agency for its campaign. According to a GM spokesman, the creative duties for the next-generation pickup have been assigned to Leo Burnett, which now manages advertising for Buick and GMC, which includes the Sierra pickup.

Chevrolet’s agency of record will still be Commonwealth (the Detroit agency created last spring as a joint venture of Omnicom Group and Interpublic Group of Cos.) However, the Silverado project will be given to Leo Burnett, which Publicis Groupe owns. According to GM spokesman Pat Morrissey, GM hoped to relieve some of the work for Commonwealth, which is tasked to launch about 24 of its new or extensively modified Chevrolet vehicles in 2013.

In a statement, Morrissey said that any advertising agency (especially a new one) will be overwhelmed by the amount of work assigned to it. It will be heading the campaigns worldwide in 140 markets. He said that GM hoped to "leverage General Motors' existing agency network" by giving Leo Burnett the creative task for the two pickups. Morrissey said that this will lead to “great synergies” and that the outcome will be creative campaigns that clearly distinguish the brands and attract truck customers.

He added that Commonwealth will still be working on its global campaigns. The switch is done one week after GM presented the next-generation Silverado and Sierra at a press event in suburban Detroit. GM hopes to get back the full-sized pickup market share that went to Ford Motor Co. and Chrysler Group's Ram brand in the past few years with immensely improved interiors and more potent and frugal engines, mated with stockier but conventional exterior styling.

GM considers the launch of the 2014 pickups to be its biggest since it exited bankruptcy in July 2009. According to analysts, the Silverado and Sierra each generate about $12,000 in profit per unit, making them the most profitable lineups for the company. Together, they’re GM's highest-volume U.S. products.

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