GM to move its remaining Chevrolet advertising work away from Campbell-Ewald

Article by Christian Andrei, on August 27, 2010

General Motors Co. has chosen to replace Campbell-Ewald, which has done its Chevrolet advertising since 1919, with a rival. In a statement, Jim Campbell, US vice president for Chevy marketing, thanked Campbell-Ewald for its years of "dedicated and loyal service."

The campaigns that it has worked on for GM include: See the USA in your Chevrolet, The Heartbeat of America, Like a Rock and American Revolution.

He also said that in the next months, GM will transition the business to Publicis Worldwide, which has of late been handling its car and crossover brands.

Klaus-Peter Martin of Chevy communications said that Campbell-Ewald will retain some non-Chevrolet GM work but no details were given. Chevy is Campbell-Ewald's oldest and largest account.

In 1919, the advertising agency did the initial work on the brand and it then became agency of record in 1922. It was last year that GM allowed some of the Chevy work to be given to other agencies.

Malibu, Equinox and Traverse were transferred to the US offices of Paris-based rival advertising holding company Publicis Groupe SA, which owns Worldwide. Campbell-Ewald, which is based in suburban Detroit, is owned by Interpublic Group. [via autonews]

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