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GM hires Nissan's Ewanick to run U.S. marketing


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GM hires Nissan's Ewanick to run U.S. marketing

Jesse Snyder

Automotive News -- May 5, 2010 - 9:40 am ET

DETROIT -- General Motors Co. named Nissan's Joel Ewanick as its top marketing executive today, replacing Susan Docherty.

Ewanick, 49, will take over as vice president of U.S. marketing on May 24, with responsibility for the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the United States. He will report to North American President Mark Reuss.

Nissan hired Ewanick in March as vice president and chief marketing officer. Before that, he served three years as vice president of marketing for Hyundai Motor America.

GM said in a statement that a new assignment for Docherty, 47, will be announced soon.

“Susan has been deeply involved in GM's sales and marketing initiatives for many years,” Reuss said. “With her drive and focus, she has laid the groundwork for solid plans and rejuvenated our agency relationships, placing us in good stead for the future. We look forward to her contribution across the business moving forward.”

Read more: http://www.autonews.com/article/20100505/OEM02/100509915/1018#ixzz0n43Uk8gI

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“Susan has been deeply involved in GM's sales and marketing initiatives for many years,” Reuss said. “With her drive and focus, she has laid the groundwork for solid plans and rejuvenated our agency relationships, placing us in good stead for the future. We look forward to her contribution across the business moving forward.”

In other words we didn't like any of what she's done and the opposite will be what we go forward with :AH-HA:

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GM names new marketing VP

Robert Snell and David Shepardson / The Detroit News

General Motors Co. replaced marketing vice president Susan Docherty today with a marketing executive from rival automaker Nissan Motor Co. in the latest shakeup of the automaker's North American leadership.

Her successor as vice president of U.S. marketing is Joel Ewanick, who was briefly Nissan vice president of marketing and chief marketing officer in North America.

Ewanick joined Nissan in late March after serving as marketing chief for Hyundai Motor Co. in North America since 2007, where he developed the successful "Hyundai Advantage" marketing campaign that offered to let people who lost their job return their Hyundai.

Nissan said it would name a successor at a later time.

Docherty will remain with GM in a position that will be announced soon, GM said today.

"Joel is highly regarded in industry and marketing circles, and his track record speaks for itself," said Mark Reuss, GM's North American president. "We are very pleased to have his marketing acumen, creative leadership and energy at GM at this critical time."

Ewanick has also held executive positions at Porsche Cars North America, Yamaha Motor Corp. U.S.A. and Saatchi & Saatchi Team One Advertising, where he led the Lexus account as planning supervisor.

The move comes two months after GM revamped its North American leadership team, splitting the sales and marketing operations in a series of moves sparked by the automaker's lack of speed and success since emerging from bankruptcy.

In that revamp, GM appointed Steve Carlisle as head of U.S. sales and stripped Docherty of sales and service responsibilities, leaving her in charge of marketing.

Since GM Chairman Edward Whitacre Jr. took over as CEO in December, he has replaced at least two dozen executives. He has been eager to bring in some outsiders, replacing the company's top spokesman and lobbyists with confidants.

On March 31, he told remaining executives that he has essentially finished making changes to the executive team.

"I want to reassure you that the major leadership changes are behind us," Whitacre wrote in a March 31 letter that was first reported by Bloomberg News. "The team we have in place today is the team that will take us forward."

Docherty was in Washington on Saturday attending the White House Correspondents Dinner as a guest of the Washington Post advertising staff.

She posted a message on Twitter noting she "got to meet Jim Cramer, Matt Lauer, Christiane Amanpour, Rick Santelli, and many more, great night!"

From The Detroit News: http://www.detnews.com/article/20100505/AUTO01/5050414/1148/GM-names-new-marketing-VP#ixzz0n4qmKHdD

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Docherty replaced as VP of marketing at GM

by Steven J. Ewing (RSS feed) on May 5th 2010 at 1:31PM

After yet another round of musical chairs amongst General Motors' executives, Susan Docherty will be removed from her position as vice president of marketing later this month. With just over six months behind her in the current job, Docherty will be given a new position within GM, which the automaker says it will announce in the near future. Rumors of Docherty's removal had been speculated for a while now, especially after her VP of sales position was dropped in another recent management shift.

Big shoes to fill, no doubt, but GM is certain that they've found a worthy replacement, especially if the automaker was willing to remove Docherty from the job in the first place. On May 24th, GM will welcome Joel Ewanick to the team – the man who helped Hyundai build its considerable marketing momentum over the past few years, though he did make a move to Nissan just a few months ago. GM's North American president, Mark Reuss, says, "Joel is highly regarded in industry and marketing circles, and his track record speaks for itself."

In a time when GM needs to give its entire brand image a good once-over, it makes sense to have the best marketing people possible on the team. What's more, with big announcements like Chevrolet ending its 91-year advertising contract with Campbell-Ewald and its new "Excellence for All" slogan on deck, some serious new marketing strategies will have to come into place to move new products off of dealer lots. GM's full press release is available after the jump.

[source: General Motors]

Show full PR text

GM Names Joel Ewanick Vice President, U.S. Marketing

2010-05-05

DETROIT – General Motors today announced that Joel Ewanick has been appointed vice president, U.S. Marketing, effective May 24. Ewanick, 49, will report to Mark Reuss, president, GM North America.

"Joel is highly regarded in industry and marketing circles and his track record speaks for itself," said Reuss. "We are very pleased to have his marketing acumen, creative leadership and energy at GM at this critical time."

As the single point for marketing, Ewanick will have responsibility for improving the positioning of the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the United States.

Most recently, he was vice president of marketing, chief marketing officer for Nissan North America. Before joining Nissan in March, Ewanick served as vice president of marketing for Hyundai Motor America. During his three year tenure, Ewanick earned industry recognition as the most impactful automotive marketer in America; Automotive News' 2009 Marketing All Star of the Year; Brandweek's 2009 Marketer of the Year; and Forbes' Chief Marketing Officer of the Year.

Ewanick succeeds Susan Docherty, 47, whose new position at GM will be announced soon. With extensive sales, service and marketing experience, Docherty has held positions of increasing responsibility in Canada, the U.S., Europe and Asia. Most notable is her brand work, including the launch of the 2010 Buick LaCrosse and GMC Terrain.

"Susan has been deeply involved in GM's sales and marketing initiatives for many years," Reuss said. "With her drive and focus, she has laid the groundwork for solid plans and rejuvenated our agency relationships, placing us in good stead for the future. We look forward to her contribution across the business moving forward."

link:

http://www.autoblog.com/2010/05/05/docherty-replaced-as-vp-of-marketing-at-gm/#continued

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ON THE TABLE

Peter DeLorenzo

May 5, 2010

Joel Ewanick, GM, Mark Reuss. Publisher's Note: Well, GM finally did what they absolutely needed to do if they were ever going to get out from under their "three steps forward, five back" death march of mediocrity in marketing. GM named Ewanick its top marketing executive today, replacing Susan Docherty. Ewanick had forged his reputation at Hyundai, then he was at Nissan for a literal cup of coffee - six weeks to be exact - before he came to terms with GM. Ewanick, 49, becomes vice president of U.S. marketing on May 24, with responsibility for all four GM brands - Chevrolet, Buick, GMC and Cadillac. He will report to North American President Mark Reuss. It is my understanding that GM came close to making this deal with Ewanick before but it came apart when GM insisted on keeping the Old Guard in marketing happy. Ewanick is smart enough to know that without the CMO title, and without absolute control over GM's marketing efforts, he wouldn't stand a chance to make an impact, so he walked away. Finally, Mark Reuss stepped in and made it happen. Kudos to Mark Reuss, because GM was at the point of no return unless they fixed marketing. To say this was long overdue doesn't even come close to covering it. - PMD

Joel Ewanick. Publisher's Note: From the "Be Careful What You Wish For" File comes word that Joel's being given the reins to one monumentally dysfunctional marketing organization, hands down the most screwed-up entity of its kind in this business. GM has recycled the same unmitigated hacks through its marketing department for years and the whole thing was about to implode just when the company desperately needed its marketing to come through. Here's a tip, Joel. Take no prisoners and take a long, hard look at the creative that is on the table right now, because it ain't nearly good enough. Pull the plug on the stuff if you have to because you're only going to get one shot at resurrecting Chevrolet, for starters. And oh by the way, if you need a list of people in GM marketing who should be rounded-up and exited from the building immediately, give me a call. - PMD

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This is a good move. Even if Joel is just a hired gun who stays 2 years, he'll probably get more done in 2 years than Docherty would have in the next 10-15 years. I think Hyundai has the best advertising of the mainstream brands, and has for the last couple years.

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GM lands Joel Ewanick, ex-Hyundai marketing star

Assurance plan mastermind hired away from Nissan

BY JUSTIN HYDE

FREE PRESS WASHINGTON STAFF

WASHINGTON -- General Motors said Wednesday that it had poached the highly regarded U.S. marketing chief for Nissan, who had just jumped to the Japanese automaker from Hyundai six weeks ago.

In appointing Joel Ewanick vice president of U.S. marketing, GM also pushed aside marketing chief Susan Docherty, whom the company said would remain with the automaker but whose new job was not announced.

The moves mark the latest shuffling by GM North American chief Mark Reuss to relaunch the automaker's marketing, a challenge given GM's four brands and lingering image from last year's bankruptcy after which Pontiac, Saturn, Hummer or Saab were being phased out or sold. GM Chairman and CEO Ed Whitacre has given Reuss and other executives wide latitude while pushing hard to boost sales.

GM said in a release that during his tenure as Hyundai's marketing chief, Ewanick had been recognized "as the most impactful automotive marketer in America." What GM doesn't mention is that Ewanick was credited with coming up with the "Hyundai Assurance" promotion that offered buyers the chance to return new vehicles if they lost their jobs within a year.

Hyundai has used the promotion to gin interest in a surge of new models, which have won good reviews as the company's quality rankings have risen to match those of Japanese automakers. Hyundai's sales are up 20% this year through April, ahead of the rest of the U.S. market.

"Joel is highly regarded in industry and marketing circles, and his track record speaks for itself," said Reuss. "We are very pleased to have his marketing acumen, creative leadership and energy at GM."

link:

http://www.freep.com/article/20100506/BUSINESS01/5060395/1331/business01/GM-lands-Joel-Ewanick-ex-Hyundai-marketing-star

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