Thursday, December 20, 2012
Is Chevrolet on the road again?
Though the folks at GM are denying it, moving the launch of the Chevy Silverado from Chevrolet's lead agency created by ex Director of Marketing Joel Ewanick, to Leo Burnett is a very big deal.
Commonwealth was created as a joint venture between Goodby Chevy's domestic ad agency, and McCann which had been doing a lot of international work for GM. The thought being that together they could handle the the heavy workload of all the new vehicle launches coming for Chevy effectively and efficiently.
Well, it would be hard to find a more important vehicle in a more competitive category launching in the next couple of years from GM. The Silverado is a huge money maker for GM, delivering about $12,000 per vehicle in profit.
What this says to me is that GM doesn't trust Commonwealth.
And when the client doesn't trust the agency. It's over.
I hope I'm wrong, because more uncertainty in the marketing is not what GM needs right now. Jeff Goodby and Nick Brien need to take this seriously and figure out what's wrong with the relationship or there won't be one much longer.