GM’s ad account for its Chevrolet Silverado model has been moved to Interpublic’s Commonwealth. GM released a statement explaining the move from Publicis Groupe's Leo Burnett. GM said that it is taking actions to “streamline business and ensure consistency." In a memo to its employees, Leo Burnett said that it will still manage the accounts for GM’s Buick and GMC ads.
Leo Burnett regarded the news as “unfortunate,” but that GM has given assurances that the move isn’t caused by problems with the team and that in fact, its employees have provided “big, brand-building ideas that really made a difference."
In March 2012, Commonwealth was created as a joint venture between Omnicom's Goodby Silverstein & Partners and Interpublic Group of Cos. McCann in order to manage Chevrolet.
The venture later broke off with Goodby leaving. At the time, it was revealed that the Silverado account was given to Burnett in 2012, partly because of its intention to unload some of the work from Commonwealth as it prepared to handle ads for over 20 models in 2013.
In 2014, Silverado sales in the US grew 10% to 529,755 vehicles. For the first two months of 2015, sales climbed 24% this year to 81,501 units. The memo of this consolidation was penned by Ian Jones, exec vice president and group account director at Leo Burnett Detroit, and Rich Stoddart, North American CEO.
The memo went on to highlight its successful campaigns such as Purple Roads and the launch for A Man And His Truck, which came out in the summer of 2013. GM considers Purple Roads to be its most successful ad that came out in social media while A Man And His Truck was very highly ranked.
Leo Burnett Detroit further urged its members to deal with the consolidation as “their reality” and to smoothly hurdle through the sixty-day transition. The memo referred to GM as a “key client” and emphasized how it will continue to be a “top priority.”