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Chevrolet to part ways with longtime ad agency Campbell-Ewald


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Chevrolet to part ways with longtime ad agency Campbell-Ewald

Bill Shea

Crain's Detroit Business -- April 23, 2010 - 2:14 pm ET

DETROIT -- General Motors Co. said today it plans to move its remaining Chevrolet advertising work away from Campbell-Ewald to a rival -- ending a relationship dating back to 1919.

“We thank Campbell-Ewald for their many years of dedicated and loyal service on the Chevrolet brand and for the many campaigns such as See the USA in your Chevrolet, The Heartbeat of America, Like a Rock and American Revolution,” Jim Campbell, U.S. vice president for Chevy marketing, said in a statement.

“Over the coming months we will transition the business to Publicis Worldwide, which has recently been handling our car and crossover brands.”

Campbell-Ewald will retain some non-Chevrolet GM work, said Klaus-Peter Martin of Chevy communications. He declined to say what the work is, and could not provide any other details on the agency shift.

Chevy is Campbell-Ewald's oldest and largest account. After doing initial work on the brand in 1919, it became agency of record in 1922.

Last year, GM opened its Chevy work to other agencies, and Malibu, Equinox and Traverse were moved to the U.S. offices of Paris-based rival advertising holding company Publicis Groupe SA, which owns Worldwide.

Campbell-Ewald, based in suburban Detroit, is owned by Interpublic Group.

The agency, which began doing business this year as C-E under new chairman and CEO Bill Ludwig, has about 1,100 employees

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100423/RETAIL03/100429913/1261#ixzz0lxQUQrIj

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