Joel Ewanick wants more consistency from Chevrolet’s advertising agency

Article by Christian Andrei, on August 15, 2011

Joel Ewanick, the global marketing boss at General Motors, wants the San Francisco-based advertising agency Goodby, Silverstein & Partners to provide more consistent work. Ewanick has tapped the agency last year to head the biggest account of GM -- Chevrolet.

Ewanick shared that he has seen “grade-A work" from the agency, which has been behind the "Chevy Runs Deep" campaign that started last fall. However, the agency “hasn't been consistent," the sales chief told Automotive News last week. He added that “we need to find our stride where it's always at that level."

Ewanick awarded the contract for Chevrolet to Goodby in May 2010. According to Advertising Age, which Crain Communications also publishes, the contract is worth $600 million. The advertising agency was Ewanick's choice when he led the marketing for Porsche Cars North America and Hyundai Motor America.

He pulled the work from Publicis Groupe, which supplanted Campbell-Ewald weeks earlier, the Detroit-based agency that had a 91-year run as Chevy's lead agency.

Publicis Groupe was responsible for the iconic campaigns like "American Revolution" and "Like a Rock." When asked to rate Goodby after almost a year into the "Chevy Runs Deep" campaign, the marketing boss stated that although he thinks that they’re a “great agency” and that he is “really happy with them in general," the agency has to be consistent to get the A-rating.

He added that it would be more of a B or C work when there’s no consistency. Ewanick also disclosed that he has told the agency about what he thinks in recent discussions.

The agency has transferred around 125 employees to a Detroit-based office to handle the Chevrolet account. The marketing boss has not stated the details as to which aspect of the agency’s work he thinks is inconsistent.

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