U.S. marketing chief Ewanick accelerating the churn of advertising messages at GM

Article by Christian Andrei, on August 27, 2010

Only a few weeks after General Motors Co. revealed Chevrolet's weeks-old print advertising tag line, "Excellence for All," new US marketing chief Joel Ewanick has decided to scrap it.

The "Mark of Leadership" slogan on Cadillac's new commercials will likely not make it for the next round of ads as well. In the last 12 months, more than 17 GM marketing leaders have either departed from the company or moved to a different position.

It can recalled that major ad campaign changes took effect on three of GM's four remaining US brands, with Buick undertaking revisions more than once. GM's appointment of Ewanick as the US marketing chief is the fourth for the past year.

The frequent changes in leadership as well as direction meant that consumers have been receiving inconsistent messages at a time when GM's brands need to have clear identities in order to raise sales. Ewanick's top priority is to make compelling changes that persists, strengthening order and purpose for GM's brands.

Ewanick, who got recognition for leading the Hyundai Assurance campaign, had moved to Nissan North America but only stayed there for two months before being hired by GM.

It is believed that Ewanick's operating style was developed from being Porsche Cars North America's general marketing manager.

Sources say that at GM, Ewanick has been observed to be intent on reviewing every aspect of GM marketing. Automotive News spoke to insiders who said that Ewanick has demanded for "freedom to do his own thing," making staffers understand that "things are going to change." [via autonews]

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