The 2014 Chevrolet Silverado will be launched next year but before that takes place, General Motors has decided to change to another creative advertising agency for its campaign. According to a GM spokesman, the creative duties for the next-generation pickup have been assigned to Leo Burnett, which now manages advertising for Buick and GMC, which includes the Sierra pickup.
Chevrolet’s agency of record will still be Commonwealth (the Detroit agency created last spring as a joint venture of Omnicom Group and Interpublic Group of Cos.) However, the Silverado project will be given to Leo Burnett, which Publicis Groupe owns. According to GM spokesman Pat Morrissey, GM hoped to relieve some of the work for Commonwealth, which is tasked to launch about 24 of its new or extensively modified Chevrolet vehicles in 2013.
In a statement, Morrissey said that any advertising agency (especially a new one) will be overwhelmed by the amount of work assigned to it. It will be heading the campaigns worldwide in 140 markets. He said that GM hoped to "leverage General Motors' existing agency network" by giving Leo Burnett the creative task for the two pickups. Morrissey said that this will lead to “great synergies” and that the outcome will be creative campaigns that clearly distinguish the brands and attract truck customers.
He added that Commonwealth will still be working on its global campaigns. The switch is done one week after GM presented the next-generation Silverado and Sierra at a press event in suburban Detroit. GM hopes to get back the full-sized pickup market share that went to Ford Motor Co. and Chrysler Group's Ram brand in the past few years with immensely improved interiors and more potent and frugal engines, mated with stockier but conventional exterior styling.
GM considers the launch of the 2014 pickups to be its biggest since it exited bankruptcy in July 2009. According to analysts, the Silverado and Sierra each generate about $12,000 in profit per unit, making them the most profitable lineups for the company. Together, they’re GM's highest-volume U.S. products.
Chevrolet has unveiled the brand-new full-size pickup, Silverado 1500. With a totally redesigned body from hitch up to the hood, the Chevy Silverado is built to become the smartest, strongest, and the most efficient Silverado ever made.
The latest Silverado embodies the 95 years of Chevrolet’s truck tradition and heritage while improving the standards for the full-size pickups. Some of the many upgrades for 2014 include a modern combination of super-efficient EcoTec3 engines, a noise-free and comfortable cab, improved suspension, brakes and steering, impressive truck capability for hauling and towing and innovative solutions for cargo management.
According to Mark Reuss, president for General Motors – North America, Silverado customers depend on their vehicles to address the daily challenges of taking care of their business, looking after their families, and earning a living. With this, Chevrolet promises to give customers the topnotch pickups offered in the market.
The Chevrolet Silverado is part of the brand’s three-truck lineup that is meant for the customers to select the ideal truck for their specific needs. It is sold alongside with Chevrolet Silverado 3500 HD and 2500 pickups which are great equipment for hauling and towing. The brand is also designing and making a mid-size pickup which will provide exceptional truck capability in a fuel and space-efficient package.