GM taps Spike DDB as its African-American agency of record for Chevrolet

Article by Christian Andrei, on September 24, 2010

Spike DDB, the joint partnership between film director Spike Lee and DDB Worldwide, has been named by General Motors Co. to be its African-American agency of record on Chevy.

The focus of Spike DDB is integrated communications and niche marketing to African-Americans, trendsetters and transcultural consumers.

Spike DDB is headquartered in Brooklyn, N.Y., which is also where Lee’s film-production company, 40 Acres and a Mule, is located. A GM spokeswoman said that it has been years since Chevrolet has had an African-American agency of record.

Previously, the account was held by Sanders/Wingo, of El Paso, Texas. In the past, Chevrolet has assigned some work to Publicis Groupe's Vigilante, among other African-American agencies, as well. Chris Perry, US vice president of Chevrolet marketing, said that Spike DDB has done some “outstanding work” for its current clients.

He pointed out the Chevrolet has taken notice of the agency’s creative approach, which the company thinks will be a great fit for the brand. Perry added that this was part of Chevrolet’s plan to expand its multicultural agency representation.

Aside from Spike DDB, Chevrolet has also gotten the services of Goodby, Silverstein & Partners and LatinWorks. Chevrolet’s general-market agency of record is Goodby while LatinWorks, Austin, Texas, is the Hispanic agency of record. New GM's US marketing boss, Joel Ewanick, has selected these two agencies without having to conduct a review.

LatinWorks was chosen to replace Accentmarketing, Miami, which had been with the brand for 13 years. LatinWorks was recognized by Advertising Age, an affiliate of Automotive News, as its 2009 Multicultural Agency of the Year. In a statement, Ewanick said that he found the “right agency partners for Chevrolet."

Topics: gm, marketing, chevrolet

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