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Posts Tagged ‘Joel Ewanick’

Mother, Chevy Make First Stop While Traveling ‘The Road We’re On’

In late August, Jeff Goodby and GM’s global marketing chief Joel Ewanick had a scuffle over GS+P’s consistency with work for Chevy, with each man using Automotive News as their platform of choice. With many in Detroit predicting a J. Lo and P. Diddy-sized breakup, word broke that Chevy was awarding Mother a project , one that GM’s director of product and brand communications Pat Morrissey assured the press was a “one-off digital assignment.” Goodby responded to the news in Adweek saying simply, “I’m fine and open about having other good agencies like Mother work on the business.” That bring us to today, where everything’s well and good in the Motor City, right?

Today, Mother unveiled the digital assignment for Chevy’s Centennial Celebration, “The Road We’re On.” Awash in images of rural Americana, the campaign’s website features an interactive map where users can see Chevy’s history unfold through the eyes of drivers in towns that Chevy’s presence has greatly impacted. Starting Nov. 3, visitors to the site can also “pinpoint” their own locations on the map, sharing their stories and experiences with Chevrolet.

Included on the campaign’s website are a series of short films created by Mother that visit locations that are integral parts of Chevy’s 100-year history. The first stop is Bridgeville, PA, a town of about 5,000 located about eight miles southwest of Pittsburgh. Bridgeville is home to Colussy Chevrolet, one of the country’s oldest dealerships of the brand and a place that Bridgeville’s population evidently feels a sense of pride in. With consumers currently asking Chrysler why Detroit actually means Brampton, Ontario, could this feel-good, red white & blue tribute to Chevy win over those looking to buy American? Credits after the jump.

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Thursday Morning Stir

-Farfar (RIP) founder Matias Palm-Jensen joined McCann as chief innovation officer for Europe. link

-Importer W.J. Deutsch retained Havas-owned MPG as media agency for mid-shelf wine, Yellow Tail.

-Seventh Generation co-founder Jeffrey Hollender formed a consultant partnership with Kelliher Samets Volk.

-GM CMO Joel Ewanick says that his company will bring back the El Camino if Jalopnik gets 100,000 comments on its post. link

-Eric Kahn joined L.A.’s The Ant Farm as head of digital.

-It just hasn’t been the same since the Cosby days (above). link

 

 

Wednesday Morning Stir

-Wunderman alum David Sable is replacing Hamish McLennan as global CEO of Y&R. link

-AAA picked iCrossing as its digital AOR. link

-The Super Bowl hangover has yet to wear off, apparently. Here’s another ad winners/losers take. link

-Joel Ewanick talks GM’s global strategy. link

-Morgan Spurlock calls the plagiarism claims surrounding his sponsor-addled flick, The Greatest Movie Ever Sold, “preposterous.” link

Todd Lynch Leaves G2 for Big Fuel

Joel Ewanick‘s favorite social media agency at the moment, New York-based Big Fuel, has snagged another creative by the name of Todd Lynch, who has spent the last three years at G2 and held the mid-level post of manager, art direction. Prior to G2, Lynch had art director and designer posts at shops like Wunderman and Hill Holliday. During his time in New York, Lynch worked on accounts including AT&T, Pfizer, Microsoft, Samsung, IBM and the NFL. You can check out his virtual book here.

Joel Ewanick Shakes It Up Some More

Joel Ewanick (does this guy ever sleep?) is wasting no time in flexing his muscle as GM’s new global CMO. A month after he was promoted to his post, Automotive News is reporting that the 50-year-old exec is once again shaking things up, this time within the automaker’s U.S. leadership ranks. Ewanick has now appointed Chevy marketing boss Chris Perry to succeed him as U.S. VP of marketing at GM. Taking over for Perry at Chevy will be Rick Scheidt while Tony DiSalle will now assume the head of marketing post for Buick. According to AN, Perry would become General Motors’ fifth U.S. marketing chief in the last 18 months. We’re just anxious to see how his appointment will affect GM’s sizable agency roster in the months to come. Read more here.

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.

Goodby Plans to Open Proper Detroit Office on Dec. 1

Now that Goodby’s stockpiled some notable creatives and other staffers to handle the Chevrolet account, GM’s U.S. marketing chief Joel Ewanick tells the Detroit Free Press that the agency will soon have a proper office to call home in the Motor City.

According to Ewanick, GS&P plans to take up residence with 125 staffers in tow in downtown Detroit as of Dec. 1, specifically on the top two floors of the Francis Palms Building on Woodward Avenue, for those familiar with the area (the Detroit crew has been working out of a temporary office for the time being). As a result of the move, Goodby will be neighbors with Fallon, which of course nabbed the Cadillac account in June and moved to downtown Detroit at Ewanick’s urging. The DFP adds that many of the new Goodby staffers are Campbell-Ewald ex-pats, which as we all know lost Chevy after 91 years.

More: “Goodby Adds Mike Barton to Chevy Team

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