LOS ANGELES -- Armed with a bigger budget and a new ad agency, Chevrolet says it's ready to win back market share.
General Motors Co.'s biggest brand has been on a roller coaster, going from longtime agency Campbell-Ewald to Publicis in April, then to Goodby, Silverstein & Partners in May.
Speaking at the Automotive News Marketing Seminar last week, Chevrolet marketing chief Jim Campbell said the agency turmoil is over.
"We have settled down," he said. "We wanted a partner who could give us fresh strategic thinking, especially on the digital side."
Campbell said Chevrolet has increased digital spending by more than 500 percent in the past five years and will continue to spend heavily on the digital side.
"Goodby is the right agency at this time," he said, adding that Campbell-Ewald, the brand's agency of record for 91 years, "will help us all the way through the transition."
He added: "This is a big piece of business we will move, and we will move it logically."