Nearly a month after ditching Chevy’s longtime ad agency Campbell-Ewald in favor of Publicis, GM management is said to be eying another change in strategy for its most important brand, as new Marketing boss Joel Ewanick begins making his presence felt. Sources tell AdAge that Ewanick is considering moving creative responsibilities for the $600m Chevy account from Publicis to Omnicom Group’s Goodby, Silverstein & Partners, although GM has not yet confirmed any such move. Anonymous GM execs tell AdAge:
They told him he could have virtual carte blanche in decision-making, and he’s already exercising his power to do so. He’s surrounding himself with people he feels most comfortable with and trusts… He didn’t pick Publicis, he inherited it.
Focusing on Chevy, and not being afraid to shake things up are two very encouraging signs from Ewanick. Having inherited former Marketing boss Susan Docherty’s gestating campaign centered around the line “Excellence for Everyone” and some intensely unmemorable Publicis ads, Ewanick clearly needs to bring the thunder, and according to AdAge, all of GM’s agencies are in a tizzy over the shake-up.
The implication that Ewanick is moving to Goodby Silverstein out of a sense of comfort and trust holds a certain amount of water: the firm handled creative duties during Ewanick’s tenure at both Porsche and Hyundai. But why ditch Publicis? Here’s a guess: This is one of Publicis’ ads for the Chevy Equinox…
…and though it’s not necessarily the worst ad ever, here is proof of just how unoriginal it is:
Thus far, nothing we’ve seen from Publicis has anything that will radically change perceptions about Chevrolet, and as this little juxtaposition proves, expecting something new and different from them isn’t wildly realistic. Strangely though, part of Ewanick’s re-shuffle is said to include moving retail and sponsorship ads back to Campbell-Ewald. While we wait for this all to pan out, consider this insight into the creation of Goodby Silverstein’s Hyundai Genesis ad campaign: