DETROIT -- Two weeks after being named top marketer at General Motors Co., Joel Ewanick is prepping his first big change: Shifting creative duties on the $600 million Chevrolet account only weeks after it was consolidated at Publicis.
“All advertising work for the Chevrolet brand in the U.S. has been awarded to Goodby, Silverstein and Partners, moving from Publicis Worldwide and Campbell-Ewald,” Chevrolet said in a statement today. “This transition will begin immediately.”
Goodby will open a Detroit office to handle the Chevrolet work. The agency did ads for GM's Saturn brand for five years through 2007.
As part of his agreement to join the automaker, GM is understood to have given Ewanick almost complete autonomy to make marketing decisions for Chevrolet, Buick, GMC and Cadillac.
San Francisco-based Goodby Silverstein handled lead creative duties at Hyundai and Porsche North America when Ewanick ran the marketing for both automakers, and he and Goodby executives are said to have remained close even after Hyundai's parent company chose to move advertising to its in-house agency, Innocean.
After leaving Hyundai Motor America in March, Ewanick jumped to Nissan for five weeks before finally being lured to Detroit by GM.
"Based on my personal experience working with Goodby, Silverstein and Partners, I'm confident they have the creativity and ability to take the iconic Chevrolet brand to the next level – and to do it fast,” Ewanick said in the statement.
Advertising Age contributed to this report.