McCann Worldgroup assumes full control of advertising work for Chevrolet

Article by Anita Panait, on March 15, 2013

The owners of the Commonwealth, a joint venture advertising firm that handles creative advertising for Chevrolet, have gone separate ways with one of them taking full control. McCann Worldgroup and Goodby, Silverstein & Partners formed Commonwealth as a 50-50 joint venture in 2012.

McCann is buying out its partner’s stake in the advertising firm, making it as the sole owner of the Commonwealth. The Commonwealth name will remain.

In a statement, General Motors said it was notified of the ownership change, which it said should have no impact on its plans to “grow the Chevrolet brand around the world."

According to research firm Kantar Media, GM spent around $975 million on Chevrolet advertising. The move effectively severs Goodby’s from handling Chevrolet's creative advertising, which it had handled for two-and-a-half years. Ousted GM chief marketing officer Joel Ewanick picked the agency in 2010.

Most of Goodby's commercials ran under the "Chevy Runs Deep" campaign, which was recently phased out to give way to its new campaign, "Find New Roads." The move to shift to a new slogan comes as the carmaker starts its journey to roll out 25 vehicles around the world this year. Around half of the new rollouts are planned for the United States, including the late spring launch of the next-generation Silverado pickup as well as debut of the Impala in April.

The move also allows Chevrolet to depart from another decision made during Ewanick's stint as GM's CMO. Ewanick’s successor, Alan Batey, who currently serves as interim marketing chief and GM's head of US sales, has recently made several substantial moves.

GM recently confirmed that Cadillac is reviewing its creative account, currently handled by Publicis Groupe's Fallon Worldwide. Crain's Detroit Business reported that Interpublic Group's Campbell Ewald, Chevrolet's advertising agency for 91 years until 2010, is being considered to handle Cadillac’s creative work

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

In the minivan segment, the 2017 Chrysler Pacifica is already impressive in terms of fuel economy figures – as rated by the United States Environmental Protection Agency. In fact, the...
by - December 2, 2016
Having a blacked-out Bentley Mulsanne Speed is already menacing by itself but by naming it as the Bamford X, it became all the more imposing. This model was made by...
by - December 2, 2016
We have good news for those who are waiting for the latest version of the Mazda CX-5 compact crossover. It was just unveiled in November at the 2016 Los Angeles...
by - December 2, 2016
Those familiar with racing know that Marco Wittmann’s win during the 2016 Deutsche Tourenwagen Masters held last May was noteworthy as it was his second title in four seasons. In...
by - December 2, 2016
Volvo has revealed that while its products are used by a number of police organizations around the world, it will be the Swedish police that will get the first chance...
by - December 2, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries