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Big Fuel Follows Goodby’s Lead, Sets Up Shop in Detroit

That Joel Ewanick can be a convincing one, as GM’s now-global marketing chief has convinced yet another one of the automaker’s agencies to open up an office in the Motor City. The Detroit Free Press is reporting that NY-based shop Big Fuel, which was selected this past summer to handle social marketing efforts for GM brands including Buick and Chevy, will plant 30 staffers by the end of January in a new office in downtown Detroit’s Renaissance Center.

Earlier this month, Goodby, Silverstein & Partners became neighbors with Fallon by opening up its own Detroit branch to take on the Chevrolet creative business. As for Big Fuel, the agency’s CEO, Avi Savar, says it plans to “revolutionize” GM’s social media efforts starting January 1 and it has a 110-strong team in NY and Detroit to do so. They’ll have some catching up to do, though, as rival Ford has already beaten them to the punch in the social realm.

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