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
Cadillac is considering Campbell Ewald, a long-time partner of GM, as its new advertising agency of record. Such an agreement between Cadillac and Campbell Ewald could be worth around $244 million in media billings annually.
GM and Campbell Ewald has been connected to each other since the early days of the auto industry. For instance, Campbell Ewald handled Chevrolet's marketing for around 91 years until it shifted to a rival agency in 2010. This shift sent shock waves through an industry that is known for marketing relationships that last for generations.
Campbell Ewald recently disclosed plans to transfer its headquarters to Detroit from the suburbs, giving rise to speculations of a huge deal for the company.